Archive for the ‘Small Business Marketing Ideas’ Category


How To Make This Tricky Part Of Your Business More Effective…

By: Darcy Juarez on: April 12th, 2014 4 Comments

Last week we talked a lot about the importance of making your customer feel like your business and your business alone is THE one for them. (See my article Dan Kennedy Warns: You can no longer afford to do this.)

It’s a lot easier when you are face-to-face with someone because you can ask questions and give them personalized attention.

However, to really grow your business, you have to be able to translate that feeling on a massive scale.

We talk a lot about how to do this in direct mail and email and other media that is more of a one-to-one type of communication, but one area we don’t talk a lot about is your website.

Websites are tricky.  Because unlike an individual letter or email sent directly to your prospect or customer, people will be viewing your site who are in different stages of the buying cycle.

From the prospect who knows nothing about your product or service and very little about you to the fiercely loyal customer who has been with you for years.

Really think about that for a minute.

This means that a one-size-fits all approach will not work.

Sadly, the one-size-fits all approach is what many website builders do. While this may seem like the cheaper and easier approach, the truth is, it ends up costing you more in both time and money.

Concealed costs and trying to fit a ‘square peg in a round hole’ can end up causing you to lose customers and result in having a website that isn’t generating leads or income.

Trying to cater to everyone means you aren’t likely to capture much of anyone. And the likelihood that you snare prospects that are a poor match for your business goes way up.

Instead, here are some ways to make sure you build a better website so you don’t end up with a one-size-fits-all solution.

1.  Answer these questions before you start. Whether designing your website or adding additional pages, give thought to these questions to make sure every page fits into your “big picture” plan.

  • Who is your audience?
  • What factors are important to your audience?
  • What is the purpose of your site (or page)?
  • What’s the best way to get the traffic visiting your site to take the action you want?

Each and every page needs to have a purpose and needs to work together with the other pages on your site so your visitor has a great experience.

For example, when you put a blog post up, ask what the purpose of your blog post is and how this relates to the rest of your site.

Ask yourself things such as: “Am I trying to drive people to a presentation? Or trying to capture a lead by getting them to download a free report?”

These are only a couple of examples, but the point is there should be careful thought into your plan rather than just slapping up pages independently of each other.

2.  Build for longevity. One of my favorite things is automation. One way to automate your business is to build evergreen campaigns. To make your website evergreen, use fundamental direct response marketing principles that have stood the test of time and resist the urge to constantly change your site because some new guru says there is now a new rule to follow.
 
3.  Direct the process. Don’t turn your site over to a web designer, a tech guy, etc. Most are focused on the job they were hired to do and not on the overall design and purpose. They may not know or understand direct response. They certainly won’t be looking at the overall big picture. You need to think like an architect and make sure every element on your website is working together for the end result you want. (I discuss this in detail here.)
 
4.  Make every word count. There is a myth that a website has unlimited real estate. However, just like an ad in a magazine or newspaper, you must make every word count. Don’t get sloppy. If an element isn’t helping with your “big picture” strategy, get rid of it.

When you can put the work into something once and get it to work for you over and over again, you’ll find you’ll not only save a lot of time, but you’ll save a whole bunch of money not having to re-build all the time. Like a great sales letter that continues to work year after year, following these principles, it is possible to build a website that will make visitors feel that you are exactly the right fit for them.

*What’s Hot at GKIC This Week—Available ONLY through April 14, 2014* Are you tired of having to play catch-up with technological changes? Do you want more strategies on effective ways you can get your website and other Internet marketing to work today, tomorrow, and for years to come without having to make constant changes and updates? Discover the Essential Truths of Internet Marketing from Dan Kennedy.

You may not realize it, but Dan writes copy for and designs website and Internet marketing strategies for clients all the time. In fact, all but one of Dan’s clients uses the Internet in their business. Find out what really works.

This is the ONLY place Dan reveals these secrets.  Click Here To Learn More Now

Do’s & Don’ts To Make Your Business Hot…And Keep It Hot All Year Round

By: Dave Dee on: April 5th, 2014 1 Comment

Last weekend I was in Dallas, Texas, where I’d been hearing all the exclusive, insider information from industry experts about how to get REAL results in REAL businesses.

Early last Saturday, I too, did a presentation there at SuperConference.  My presentation was called “The Ultimate Marketing Machine – A ‘Soup to Nuts’ List Building And Sales Conversion System Revealed.”  For a very limited time (just three days) I’m making this presentation available to you by clicking here.

It was all about how to put a rock-solid system in place and leverage all kinds of media so you not only get all the leads you want, but have all the pieces in place to convert those leads into buyers, automatically.

If you are like a lot of business owners I meet, you have some procedures in place to attract customers. You may or may not have some follow-up in place. And because often things are cyclical—you work on getting leads, then switch to trying to convert them. Then switch back to focusing on getting leads again. A lot of it is manually done. And because you are missing some of the pieces sometimes things fall through the cracks.

This not only leaves you vulnerable to your competition stealing your business, but it’s stressful waking up remembering the things you forgot to do. Plus it leaves your business running hot and cold.

Let’s face it. That’s no way to live. Stressed out all the time. Worrying about what didn’t get done. Wondering if you’ll have enough customers next month. Wanting more out of life and your business.

So here’s a list of “do’s and don’ts” that will not only reduce your stress level, but will make your business run red hot year round, even when you step away from your business.

Don’t do it half-way. If you have a lead generation system in place, but not a follow-up system, you are spinning your wheels. As Dan Kennedy said in Thursday’s blog, “If you go to all the trouble to get leads and then ignore them, you might as well not have gotten them in the first place.”

Don’t limit your media. Dan Kennedy often talks about the dangers of only using one media. In addition to the dangers, leveraging a variety of media from Facebook ads to email to direct mail will make it near impossible for your prospects to ignore. Plus because the majority of your competitors will only be using one media, you will blow away the competition.

Don’t make appointments and sales dependent on you (or your staff.) You need an automatic system—not a manual one—that consistently, reliably follows up with each and every lead in an efficient, predictable way day-in, -out, whether or not you are there. Sure you can give a list of leads to a sales person and tell them to call to follow-up. But what happens if they didn’t reach the prospect? What if they don’t reach them and they are taking a few days off? You might miss your window of opportunity.

Do it quick. There is no virtue in doing things slow. The sooner you get systems in place, the faster you’ll be able to enjoy more freedom and less stress. Dragging out the process means you’re more likely to forget a critical element. It also ends up prolonging the rewards of better customers and bigger profits.

Do create a reliable list-building system. In Dan’s article, Two Mistakes To Avoid When It Comes To Your Most Valuable Business Asset, he says that the most valuable asset a business has is its customer list. You should continuously be working on building this list. To make it easier, put something automatic in place so it’s working for you around-the-clock.

Do use templates and tools. This goes hand in hand with “Do it quick.” This not only makes it much faster to get things in place, but by using tools and templates, you ensure things will work and are repeatable.

When you get your business running efficiently, effectively and automatically, your business will always be humming along attracting your ideal prospects and immediately converting them into buyers

That means you’ll stop struggling and have more time to enjoy life.

*What’s Hot at GKIC This Week—Available ONLY through April 7, 2014* If you are ready to make your business run red hot—and keep it that way, then I strongly urge you to watch our brand new presentation called The Ultimate Marketing Machine which I just introduced last week at SuperConference.

This ALL NEW presentation shows you how in just 8-weeks you can quickly put the ultimate lead generation and lead conversion systems in place in your business.

We’re even offering a “Done With You” Workshop component for fast movers, that is if those spots aren’t already taken by the time you reply.

To see the entire presentation, click here now.  I’m only making the presentation available until Monday though…so do miss out.

Five Things To Heat Up Your Spring Profits

By: Dave Dee on: March 18th, 2014 2 Comments

Ah spring! The official start is Thursday…and for most GKIC people, spring can’t come soon enough.

While listening to a weather forecast that speculated spring would most likely get an early start in some places even though “winter” storms would continue to linger in others, I couldn’t help but think about the similarity to business forecasts.

Some businesses are off to a great start. Their spring looks to be profitable and right on target with their goals.

Some are still stranded…sitting exactly where they were at that beginning of winter…at a complete standstill.

Some are in a slow transition and will continue to fight off significant set-backs, with some progress being made.

What is your business spring forecast?

If you want to stop struggling and keep your business steadily heating up, there are five things your marketing must do:

1)      Project the  most powerful, persuasive, intriguing, compelling, fascinating message possible. Is your message ordinary or similar to others in your market? Is it plain vanilla? Easily ignored? Just about the facts?

Your message must stand out or it will too easily be ignored and forgotten. If your product or service is widely available and your message reflects it then you are greatly reducing your profits.

Worse yet, if your message is all about offering the lowest price, you will never be in a winning position or build loyal customers.

Spend time on this. Differentiating your business is a key component to success, while not doing so is a big reason for ongoing failures. (For ideas on how to do this, read Darcy Juarez’s post, The Secret Profit-Boosting Tip From The Boring Store.

2)      Convey a clear message to a specific target audience. Are you vague in your messaging? Do you try and make your product or service for just anyone? Or do you have a specific target that you’ve defined in your marketing?

If you are trying to market to everyone, you are weakening your marketing power. Concentrating on a specific population will increase your marketing fire power and will be much more likely to be heard—even if that means excluding a portion of the population.

3)      Reach the people most likely to buy from you. Are you using media that gets in front of your target audience? Or are you using media that everyone else is using or that was pushed in front of you by a salesperson?

Now that you know who you are marketing to, you need to figure out where they are and how to get your message in front of them. Different types of media work best for different types of businesses and different target markets at different types. Invest wisely in the most appropriate media that will deliver your message to your chosen target market.

4)      Be effective and efficient. How do you choose your marketing approach? Do you copy what others in your niche are doing? Do you do what is the easiest for you to implement? Do you use what is the least expensive?

Contrary to what you may think, using a certain form of marketing because it is easier to implement or cheaper to use does not necessarily make it the most effective or efficient. In fact, sometimes cheap advertising actually ends up being more expensive because it produces no results.

Choose your marketing because it is effective and proven to get results with your target market. Try different things to see which reliably bring in the best results. (Find out proven effective and efficient marketing methods with this gift offer which gives you over $600 worth of free money-making information.)

5)      Be measurable. Do you know if your marketing is producing results? Or are you guessing? Or, are you carrying around an opinion about certain marketing tactics that are not verified by fact?

As a small business owner, you don’t have money to waste. If you don’t know if your marketing is giving you a return on your investment, you need to find out—IMMEDIATELY.

And remember, if you choose not to use a certain media because you are guessing it won’t work or think it’s too expensive… you could be missing a big opportunity that could have a major impact on your bottom line.

Keep on the same marketing path and you’re bound to weather many business storms. However, doing these five things won’t just boost profits for the spring…they’ll keep your business hot all year round.

NOTE: Want to know more about how to do this? GKIC members receive Dan Kennedy’s best current ideas, information, strategies and examples along with the best current advice from our elite GKIC team of offline and online leaders every month in our NO B.S. Marketing Letter. This also includes exclusive online resources, tele-seminars, webinars, and audio programs. You can test-drive the complete membership experience for FREE at www.gkic.com/incrediblegift.

Plus you’ll receive $633.91 worth of free money-making information when you take a test drive.

Four Ways To Dominate Your Market Using Free Publicity

By: Dave Dee on: March 11th, 2014 4 Comments

Last year at SuperConference℠, one of our most popular sessions was with Paul Hartunian.

A master at publicity and press releases , Paul is the man who actually did sell the Brooklyn Bridge, piece by piece.

Paul taught our attendees how to use press releases to become rich and famous—showing the steps for creating a press release that garners maximum media exposure.

The advantages of the free publicity generated from press releases can be huge.

One of things Paul points out is that a BIG publicity opportunity the equivalent to millions in advertising dollars often starts from small publicity such as a story in a local paper.

You see media outlets like The Tonight Show, Today, USA Today, etc. have staffers that scour small town newspapers and magazines looking for news items that are different or odd. Paul once got a call from Johnny Carson asking him to come on The Tonight Show after seeing a story in a local paper about Paul selling the Brooklyn Bridge.

There is even more you can do with press releases that can give you extreme advantage.

So today, I’ll discuss four of these which I picked up from Michael Taggart.

Michael has trained thousands of marketers both nationally and internationally about effective internet marketing strategies. He is considered by the world’s top marketers to be on the very cutting edge of Local Search Marketing and Mobile Search Optimization as well as one of the foremost underground experts on Search Engine Optimization. (You can catch Michael live and in person at SuperConference℠ 2014’s Bonus Day on state-of-the-art, yet proven direct response marketing techniques using ultra-simple to use technology.)

So what else can you do with press releases?

Michael says:

1)      Dominate a keyword online. You can use press releases to dominate even the most difficult keywords with the most competition, almost immediately.

One of the reasons people use PPC is for the immediate results it delivers. Basically you are paying to get your business on page one and in front of people searching online for your keywords.

But when written correctly, by simply sending a free press release, you can accomplish the same thing.  This means you can get page one ranking without having to pay for an ad. Plus this can be achieved really fast.

To give you an idea of how fast…Michael has been known to pick volunteers from the audience during his speaking engagements and get their name ranked for a keyword in their area of expertise. He does this in record time—LIVE—while people are watching.

2)      Get a better response for your PPC ad. Research shows that when organic listings are present with paid listings, they cause the searcher to click more on the paid listing. Various researches I found said this can as much as triple click-thru rates.

For example, in one test, SEER Interactive found that ad click thru rates rose from 5.56% to 18.06% with the presence of organic listings. Researchers believe this is because searchers see your website listed in both the organic and paid listings makes you seem more credible and encourages them to choose your business over the competition that only has one listing.

3)      Scale down your PPC budget. When you write your press releases so they get ranked on page one of Google, Bing and other search engines, you’ll find you can save money. This is because you won’t need to do as much PPC to get traffic because the press releases will be providing organic exposure for you.  Plus, as stated above, you may experience higher click-thru rates which can lower your costs.

4)      Use it to build your subscriber list. Another trick Michael says you can do is to use the IFrame to do things such as build a subscriber list by offering a free report or insert a way for people to donate to charity, and more. (An IFrame is a document embedded inside another document on a website. This often appears as a column along the right side of the press release where you see ads, etc.)

Press Releases offer one more powerful way to market and promote your business. Not only can they be used to help you gain fame and fortune, but they can help you dominate online so that prospects can more easily find you.

NOTE: To learn how to use Press Releases to get ranked #1 on Google, come to GKIC’s Bonus Day at SuperConference℠. Michael Taggart will be sharing his comprehensive formula for how to use press releases to get to the top of Google during the most explosive SuperConference℠ Bonus Day we’ve ever offered.

Developed through his years of research, Michael will show you how to dominate Google, Bing, Google News, Yahoo and other news and media outlets.

Plus you’ll discover the newest, hottest, ground-breaking direct marketing technology tools available today that even the biggest technophobe can use to maximize success and gain the BIGGEST unfair advantage.

Hosted by Mike Stewart, the world’s #1 expert using online video that generates traffic and sales for REAL businesses, these tools are easy to use and FREE or nearly FREE.

Register NOW by calling 1-800-871-0147 or by going to www.gkic.com/sc2014.

WARNING: Deadline Approaching. This is your LAST best chance to save. Sign up before MIDNIGHT, March 14th to save up to $1500. www.gkic.com/sc2014

Magnetic Marketing Event Bonus Videos

By: Dave Dee on: February 19th, 2014 118 Comments

Congratulations on registering for Dan Kennedy’s Upcoming FREE event where he’ll reveal How To Create A Flood of New Customers, Create A Cash Flow Surge AND Magnetically Attract Prospects Who Want To Buy From You

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent now for all the details.

To get you going I’ve created a few videos that’ll help you prepare and get the most out of this one-time only FREE event.  Go ahead and watch them below (new ones will appear every few days) and leave your comments below.

VIDEO #1 “Why Do You REALLY Want More Customers, Clients and Patients”

 

VIDEO #2 “How I Went From Dead Broke To Successful Entrepreneur”

VIDEO #3 “How To Find Your Ideal Customer Part One…Create Them”

BRAND NEW VIDEO “How To Find Your Ideal Customer Part Two…Get In Their Head”

Tomorrow we’ll reveal exactly what’ll be covered in the Magnetic Marketing Event!

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent for all the details

The Quickest Way To Double Your Business Or Professional Practice (Without Spending A Dollar)

By: Dan Kennedy on: February 18th, 2014 3 Comments

Let me ask you a question…

Can you tell me—without guessing…without doing a lot of digging around—how many referrals per active client/customer you averaged during the last 12 months?

It’s a key statistic, yet most people have no grip on it at all.

The quickest way to double your business or professional practice is simply to get each client, customer or patient to give you another one.

Not only will you double your business or practice…

  • It lowers your marketing costs. Often it’s free (or virtually free.)
  • There’s less price resistance. Customers referred to you by satisfied customers come with a certain level of pre-established trust. They are predisposed to buy. And they’ll be less resistant to price than new customers attracted by advertising.
  • You’ll get more referrals. The customer obtained by referral is generally much more likely to refer a new prospect to you than an advertising-generated customer.

To increase your referrals, start with two words: Priority and Accountability.

Priority begins with two statistics you’ll measure. Bringing up the average of your overall referrals is statistic #1. Deriving the maximum number of possible referrals from each client, customer or patient is statistic #2.

These two statistics have to become you and your staff’s highest priority and your primary focus.

You also will need to hold yourself accountable. Each day you should ask:

  • What did I do today?
  • Who did I converse with?
  • How many clients did I talk with today about referrals?

You must hold yourself and your staff accountable. And you even have to hold your clients accountable when they offer to refer someone.

Taking whatever referrals come and being happy with that is lazy and negligent.

Measurement automatically will improve your performance. Just about any experienced athlete will tell you that. Without measurement and accountability, there will be a gradual decline in performance. With measurement and accountability, there will be nothing less than stability and, usually, improvement in performance.

Off and on over the years, I’ve run “Inner Circle Groups.” Members had to send in weekly or bi-weekly statistics and reports. I’ve lost count of the number of times I’ve seen significant improvement in practices solely because of the imposed awareness and reporting of statistics and activities. And most practice management folks will grudgingly admit that having the doctor report to them is as beneficial for the doctor as any advice they give him.

Successful businesses are managed, even micro-managed by statistics.

If that sounds boring or tedious to you, it shouldn’t. This is the only scientific approach to achieving goals and success.

Let’s take an example. Assume you’ve determined that you average one referral for every ten times the doctor actually converses with patients about referrals. And you want ten referrals during the first half of the month. How many patients does the doctor need to talk to?

He needs to speak to 100. Divide this number by 15 days and you get 7 per day. This works out to about one per work hour.

Now, if each hour you monitor yourself and check off that you have conversed with a patient about referring, you will achieve your “big” goal. If you miss one hour, then simply double up the next hour.

If you apply that kind of measurement to every important aspect of your performance and your staff’s performance, you’ll be amazed by the results.

Most businesses could easily increase by 50% to 100% purely and exclusively through installing this kind of measurement—not spending a dollar more on advertising. No big marketing breakthroughs. Just automatic performance improvement through measurement, priority and accountability.

Even if you don’t have any staff to help you, you can use this idea to coach yourself successfully. The question is now, will you implement the actions and disciplines need to achieve this? Or will you cheat yourself out of more business by not really committing to your referral goals?

Next time, Darcy Juarez will show you how to get maximum positive word-of-mouth advertising and referrals.

NOTE: If you want to know exactly what you can do NOW in today’s challenging business environment to thrive and prosper like never before in your professional practice, then you won’t want to miss my ALL-NEW session at this year’s Super-Conference, “Private Practice Growth Strategies.”

Based on my ongoing work and experience working with Doctors, Attorneys, and other private practice professionals, you’ll discover how to overcome your struggles of trying to make a hodge-podge blend of referrals, websites, postcards and social media,etc. work to produce predictable results.

I’ll reveal a REAL system that produces solid RESULTS…one that is consistent and reliable. Plus I’ll reveal the biggest mistake made in professional practice marketing (most assuredly NOT what you think it is!) and present a NEW PARADIGM for “Differentiation or Die” Practice Marketing.

For more information or to register now, visit www.gkic.com/sc2014

But you’ll want to hurry. Discounts end THIS Friday, February 21, 2014.

Is This Media Really Dead?

By: Dan Kennedy on: February 15th, 2014 9 Comments

“The reports of my death have been greatly exaggerated.”—Mark Twain

There’s a lot of B.S. out there about newsletters. The declaration by several bloggers that “Newsletters are Dead,” is not only a huge misguidance, but an expensive piece of advice to follow.

Considering that 50%-70% of my private clients have grown out of my newsletter base—deciding to follow this advice and give up my print newsletter would cost me a substantial fortune.

Tell this to the many GKIC members who currently use newsletters to attract their ideal customers, clients and patients and you’ll find many of them will tell you that their newsletter readers are WAY more likely to hire them than someone who reads their blog or engages with them on social media.

You’re also likely to hear that newsletter subscribers are much more loyal and way, way, way less fickle than online only audiences.

Shaun Buck whose company mails more than 1.5 million newsletters for diverse businesses annually has a 98% retention rate and has grown his business by 4000%. He has used newsletters to extend the life of active customers and boost retention rates in a big way.

Let’s not forget the list you build with a print newsletter or the fact that print newsletters have a much longer shelf life. It’s not uncommon for me to hear from someone months after I send a newsletter who is just getting around to reading it. When is the last time you heard from someone about an email or blog post that was from months or even weeks before?

Sadly, many read these articles—usually written by bloggers with a good following and certain amount of authority—and justify not doing a print newsletter based on these bloggers’ advice and claims that print newsletters are a waste of time.

Entrepreneurs may further justify not doing a newsletter because “no one” in their industry is doing one.

I’ve long preached that if everyone in your industry is doing the same thing, you should realize there is opportunity there to stand out and capitalize by doing something different. Renegade Millionaires get rich by looking at what everyone else is doing and then doing the opposite. Based on feedback from clients and members, I wouldn’t be surprised if very few, if any of your competitors are using print newsletters for self-promotion, which puts you at an advantage.

Let this be a further cue. An idea certainly worth testing for yourself. And when I say testing, you can’t do this for a month or two and give up saying it isn’t working. You must give a real go of it.

The premise given as to why “newsletters are dead” is usually that newsletters are outdated, boring and have no personality. That blogs allow readers to read previous archives while newsletters don’t. That you should instead concentrate your efforts elsewhere.

I know that newsletters are not something people want to do—even writers are often pained about doing them.  But newsletters offer a great deal to your business…

A good newsletter increases retention because a newsletter builds relationships, especially when you are careful to build in personality.

An ad or postcard promotes your business, but instantly raises your reader’s guard because he knows you are trying to sell him something. Include useful tips, hints and ideas that also demonstrate your knowledge in your newsletter and it acts as self-promotion without putting your readers guard up.

You can also use your newsletter to tastefully name-drop when you associate with a celebrity or influential person—especially if they are a client of yours and one that your readers look up to. This will not only raise your credibility, but will also recognizing and promote your customers, which can lead to referrals.

Archived newsletters can be arranged into a book or collection, providing a useful resource for customers and a further source of income for you.

Will Rogers said, “All I know is just what I read in the papers, and that’s an alibi for my ignorance.” Now that you have the other side of the story, what’s your alibi for not doing a newsletter?

If you aren’t sending out a monthly newsletter for your business, you are leaving a pile of cash on the table and missing out on a way to build a strong community of members (not just “customers,”) and create a loyal long-term “top of mind” bond of trust with your readers.

*What’s Hot at GKIC This Week—Available ONLY through February 17, 2014* The bloggers got one thing right. Newsletters that are boring with no personality are a non-fatal form of death. Cause if it’s not interesting, informational and entertaining, then your clients aren’t going to read it. And if they don’t read it, nothing is going to happen.

In Newsletter Blueprint you’ll get the proven formula (based on reviewing over 1113 newsletters, countless books, and publishing over a dozen newsletters) for creating super-effective newsletters from scratch (or improving an existing one) that ensure your newsletter gets opened and read and has a long shelf-life.

Plus when you purchase your copy by midnight, Monday February 17, 2014, you’ll also receive a free call with Newsletter pro and author, Shaun Buck, who wrote, “Newsletter Marketing Insider Secrets To Using Newsletters to Increase Profits, Get More Customers and Keep Customers Longer Than You Ever Thought Possible.”  Shaun will share tips and secrets on how he has grown his business 4000% with newsletters in the past 2 years and answer any questions you have.  Click here or go to www.gkic.com/newsletterbp now to get started.

Are You Making This Professional Practice Advertising Mistake?

By: Darcy Juarez on: February 11th, 2014 4 Comments

Selfie Olympics.

Have you heard of this?

It surfaced in January when the impending 2014 Winter Olympics and the “selfie” trend of taking a photo of yourself, inspired a new social media trend. A competition called “Selfie Olympics”, people are competing with each other to see who can post the most outrageous “selfie” online.

Why are selfies such a big trend? Professor Cary Cooper at Lancaster University says, “Selfies are a modern day form of communication but one of the motives for doing this is because people are showing off.”

Another article says that people who post a lot of selfies are “self-absorbed.”

I imagine that most people don’t like being thought of, let alone labelled as “self-absorbed.”  However, there is something many businesses, especially professional practices, are guilty of in their promotions, websites, and advertising that makes them appear just that.

In fact, this is one of the biggest mistakes that the majority of professional practices..such as attorneys, chiropractors, dentists, financial advisors, health care specialists, etc. make…and most don’t even realize it.

What’s worse, much like the “Selfie Olympics”, many professional practices try to out-do their competitors.

This occurs mostly because they are copying what other professional practices do. Plus, I believe professionals experience some confusion when reviewing advertising ethics that different organizations direct towards their professional practices.

What is this big mistake? Their copy is company-centric instead of patient or client-centric.

What I mean by “company-centric” is that the ad or webpage, etc. is all about the professional provider when it should be “patient or client-centric” or all about the consumer.

You see, truth be told, your patients and clients aren’t really concerned about your credentials and accolades. They want to know what you can do for them. They want to know… can you really help them…can you solve their problems… and give them what they want and need?

In other words, your ad should be about them—not you.

For example, the following is typical copy found on a professional provider’s website:  “Founded in 2001, we are the area’s leading provider of routine dental care and high-quality cosmetic options. We feature the very latest technology and state-of-the-art dentistry equipment with our only goal being to create beautiful, healthy smiles.”

Can you see how it’s focused on the provider?

Change this to be about patient and your copy might say: “You’ll get the smile you’ve always wanted with the most comfortable and state-of-the-art technology available.”

Here are three ways you can make your professional practice advertising more patient-centric or client-centric:

1)      Highlight the benefits. When designing your ad, make your headline benefit-oriented and include all the benefits your prospective patient or client can get by using your services.

2)      Strengthen your ad with patient or client stories. In professional advertising, ethics guidelines talk a lot about truth and trust in advertising. Trust is important because people are skeptics.

One of the best, most effective ways to build trust and strengthen your advertising claim is to let your patients or clients do the talking for you.

This is because a patient’s story is much more believable than what you can say about yourself. And…it won’t make you look self-absorbed. Plus, not only do people love stories, but your patient or client success stories help differentiate you and break through the constant barrage of marketing messages they see.

Imagine reading a statement like this: “Over the years my dentist has helped me overcome my fear of going to the dentist by being very patient with me and using break-through technology. Now, I finally have the smile I’ve always wanted.”

To strengthen your testimonial story even further,

  • Ask patients or clients who match your ideal target audience. The more these people resonate with your ideal target market, the more your ideal prospects can relate. Look for people whose occupation, age and other demographics line up.
  • Ask your patient or client if you can use their picture.  Including a picture, especially when the demographics line up, will help your ideal prospect identify with you even further.
  • Include pertinent details.  Of course you’ll want to include your patient or client’s first and last name. Also, when possible, include their age and occupation too. This will make the testimonial more believable, further reflect matches and can even build credibility. For instance, if your target audience includes military personnel then adding the terms “veteran” or “military officer” could help strengthen trust.

Offer them choices. Let your patient or client be the one to decide how they to respond by giving them choices. For example, you might offer a web form, a phone number to call you directly and a click to call button which allows them to enter their phone number and have you call them. To help guide which method they use, promote your preferred method first.

When promoting and advertising your professional practice, you may feel compelled to do what everyone else is doing and talk about yourself and your credentials. In fact, your credentials may be more impressive than any of your competitors, however, when you focus your ads on your patient or client, instead of yourself you’ll be one step ahead regardless of your credentials and closer to creating explosive growth for your practice too.

NOTE: I’ve got some great news. Dan Kennedy has just added a BRAND NEW SESSION to Super Conference℠ for anyone involved in some kind of professional practice. Entitled, “Private Practice Growth Strategies”, Dan will reveal:

  • A NEW PARADIGM for “Differentiation Or Die” Practice Marketing… it’s time to upset the apple cart of flawed thinking regarding how you market your practice.
  • THE Biggest Mistake Made In Practice Marketing (most assuredly NOT what you think it is!)
  • Why Patients/Clients Fail To Refer and How To Dramatically Increase Referrals with INTERNAL Magnetic Marketing.
  • “Quick Success Secrets” from GKIC Member Private Practice Professionals (the PERFECT models from which YOU can choose when designing your strategies)
  • And a lot more.

For more information on Super Conference or to reserve your seat, visit www.gkic.com/sc2014 or call 1-800-871-0147

5 Underdog Moves You Can Make to Blowout Your Competition

By: Dave Dee on: February 4th, 2014 1 Comment

While many people thought last Sunday’s Seattle Seahawks-dominated Super Bowl game was a disappointment and a bore; there was something great about the game that you can’t ignore…

The underdog won and won big.

In fact, according to point spread history from VegasInsider.com, their victory was “the most lopsided win ever for a Super Bowl underdog.”

I think the reason many people root for the underdog is because they can relate to feeling like an underdog. And when an underdog becomes champion, it gives them hope that underdogs can still come out on top.

Because let’s not dance around the subject…

In your own world, there are businesses selling the same products or services you are. In fact, depending on your business, there might even be hundreds or thousands trying to sell the exact thing you do.

Some have more experience than you.

Some have better people with more talent on their team than you.

Some have more fans, followers, customers, clients, or patients than you.

Some have more or better connections than you.

Some have more money to spend on marketing and opportunities than you.

Generally, in one way or another, you are the underdog (or at least feel like the underdog) at times. So how can you possibly compete with businesses like this?

Use direct-response marketing. The Seahawks were able to counter Denver’s explosive wide receivers and tight ends by using a smaller, quicker defense.

You can counter big box stores with huge marketing budgets with a smaller marketing budget simply by strategically using direct response marketing.

If you’re not sure where to start or want to get your direct response marketing campaigns locked in for a big win, then I recommend you come to one of our FREE Fast Implementation Bootcamps.

Do things differently than what others do in your industry. The Seahawks Head Coach Pete Carroll didn’t just do what other football coaches were doing. He did things a bit differently. For instance, most football coaches run their teams more like the military, expecting players to conform. Carroll is looser and encourages individuality.

In your business, if you are simply studying what everyone in your industry is doing and copying them, there is a good chance you’re copying what isn’t working.

Copying H.R. Block Won’t Give You A “Marketing Dollar Refund”… But I’ll Show You How To Get Money Back In Spades

By: Dan Kennedy on: January 28th, 2014 2 Comments

By now you’ve heard a lot of “buzz” about me doing the brand new version of Magnetic Marketing Live and Free Tomorrow.  If you’ve haven’t heard, then just go to www.gkic.com/mmevent now.  In it you’ll discover the system of exactly how you can attract customers, clients and patients to your business in droves.

Today though I’m going to reveal how to beat out your competitors—even big box competitors who have far more money to spend on advertising than you.

It’s NOT by copying what other businesses are doing, especially the big brands. That is the path that most small businesses mistakenly take.

An example why you don’t want to do this…

Maybe you’ve seen the ads, “Get your billion back America” …

The H.R. Block ad campaign is everywhere. Even on your money.

H.R. Block worked with an advertising agency to put stickers with ads on them directly onto a number of dollar bills.

The stickers say, “Americans who did their own taxes last year left a billion dollars behind. Get your billion back, America.” The ad included a toll-free number, their website and a very tiny disclaimer that says “not everyone gets a tax refund”.

While they’ve since stopped running this campaign because federal law prohibits it, there are a number of reasons, beyond the legal factor, as to why this is a bad marketing campaign to copy, (although I’m sure many still think it to be clever.)

Here are a few reasons why…

1)      There is no assurance that the money with the ad stickers was getting into the hands of their target audience. Since the money was showing up in people’s change, there’s a good chance someone who doesn’t even file taxes could get one of those dollar bills—such as a kid who doesn’t work or someone traveling in the U.S. from a foreign country.

2)      There was no trackable URL or trackable toll-free number, so there is no way to measure results to see whether or not the campaign was working. In fact, the link drives prospects to the home page of their website instead of to a landing page. A home page typically has multiple things for the reader to do whereas a landing page is focused on a single call to action.

3)      If someone received a dollar bill, how would H.R. Block know who this prospect was or how to follow up with them? There are big, leaky holes in your bucket if you are sending out advertising with absolutely no sure way of being able to get your message in front of this audience again.

Of course, these are but a few of the reasons you should market and advertise your business differently.

Not only will you have much more success, but you can confound the competition and level the playing field even with a big, well-funded brand such as H.R. Block.

Chauncey Hutter Jr. actually had one of his little, independent tax prep offices drive a competing H.R. Block office out of business because—while H.R. Block relies of ordinary advertising—Chauncey ignores it altogether in favor of direct-response advertising and direct-marketing.

If you want to give yourself an unfair advantage, you need a reliable, profitable marketing SYSTEM that provides you with all the business you want, without anxiety, stress and spending a fortune. This can’t happen instantly.

You do need to invest some time and effort in studying direct response advertising and direct marketing. (Watch my FREE Livecast on the secrets of Magnetic Marketing on 1/29/2014 for sure fire strategies and a head start.) Once you have listened and it has sunk in a bit, I recommend you choose the first strategy and tools combination you like from the ones I present (there is something to fit EVERY kind of business) and tweak it to fit your specific business and target audience. Get it up and running and implemented.

Then choose a couple more strategies to implement. Continue mastering the knowledge and skills and opportunities from direct response marketing. Do this and you can look forward to a competitive edge growing bigger and bigger, your superiority over other business owners becoming increasingly evident.

Remember, any idiot can say “yes” to the ad salesman and stick an ad someplace, and often every idiot does. All your competitors know how to buy advertising in most or all of the same places you do. What your competitors won’t do is learn to use direct-response advertising and direct marketing.

Not only will you stop wasting advertising dollars on advertising that doesn’t work, but you can completely whip your competitors, even the big box stores, and quickly surpass national industry averages for sales dollars.

NOTE: If you want the FASTEST way to find out my latest discoveries about direct response marketing…and put an end FOREVER to the pain of pounding the pavement, making cold calls and running useless ads, then you don’t want to miss my FREE Live Training that puts YOU in control.

TOMORROW, January 29, 2014, join me as I reveal my sure fire strategies to magnetically and systematically attract your ideal clients to come directly to you.

This will NOT be replayed. Save Your Spot Now: www.gkic.com/mmevent