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Archive for the ‘Small Business Marketing Strategies’ Category


Top Ten Rules For Writing A Great Headline

By: Dave Dee on: July 20th, 2014 4 Comments

In the brand new course the “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” I give out my Top Ten Rules For Writing An Effective Headline.

While I don’t have time to go into all of them here, I’ll share the three rules that I see people getting wrong the most.

Before I do that thought I want to reiterate something you’ve probably heard before AND is soooooo important to really understand.  Remember…Your headline is an ad for your ad.

It doesn’t matter how stellar your copy is or how wonderful your offer is. If your headline doesn’t pull in your prospect, it DOES NOT MATTER.

Many of the best copywriters in the world spend the majority of their time writing out and testing different headlines. Simply changing your headline can increase your response rate by 300% or more.  That’s why yesterday I shared some of my favorite headline formulas.  If you missed that just click here.

There are many different formulas for writing good headlines and in “The Power Of Copy Unleashed…” I share 18 of them.  That said, you can still create your own formulas but they must follow a number of rules if you want to maximize your results.  Here are the three rules I see people breaking most often and it’s costing them thousands or tens of thousands of dollars!

First…Your name as a headline is a deadline.

Don’t use your name or your company’s name as a headline.  So many people say things like “Top Five Reasons to Shop at Dave’s Magic Shop.”  This will absolutely kill your response when you compare it to a benefit oriented headline like “Top Five Things You Must Look For In A Good Magic Shop.”  Now there are exceptions to this rule but in 99% of situations, avoid using your name, your company’s name or our product or service in the headline.

Second…Do NOT send out or hand out any piece of printed material, publish a landing page or have any advertisement that does not have a headline. Ever!  

If you’re interested in making sales and having people actually read or listen to you, then you MUST have a headline.  I’d encourage you to go to your mail pile right now and see how many ads actually contain a headline.  Most will not.  That’s why most people say get a .1% response rate is good.  Good to most websites that are truing to sell something right now and look for a headline, again, most don’t have this.  This is like sending out an e-mail without a subject line (which by the way is the headline for your e-mail.)  Never…Ever…Ever have an ad without a headline.  Print, online, video, radio, just don’t do it.

Lastly…“Quotation marks around the headline” have been shown to increase response. 

Why?  Who the heck knows?  But it works so do it.  I could share my theory here or why it works but in all honesty it really doesn’t matter why, only that it does.  Now that doesn’t mean you shouldn’t test this, but most people aren’t going to test things so use best practices unless you find that for your audience something else works better.

Anyway, start with those three and if you’re really into learning more about creating messages that sell like crazy then check out “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” where among other things I go though all ten of my headline rules, provide 18 different headline formulas and much much more.

Until then this is Dave Dee signing off and saying “Kick Butt and Make Mucho DeeNero!”

Note: This is the type of stuff I reveal at every single GKIC Two Day Fast Implementation Bootcamp, plus we actually have you write various ads, marketing pieces, e-mails etc…all designed to help you make more money the day you get back.  It’s an absolute FREE event for members and just $497 for non-members.  If you’re interested we still have slots at our September and December Bootcamps.  Click here to learn more.

The Best Business Advice From Our Marketer Of The Year Finalists And Winners…

By: Dave Dee on: July 12th, 2014 1 Comment

Each year we hold a special competition that represents some of the best examples of how our members our using GKIC-style marketing to get results.

In case you aren’t familiar with our Marketer of the Year competition, the award celebrates the marketing achievements of small business owners and entrepreneurs who have used GKIC-style marketing to grow their business and achieve extraordinary financial increases in their bottom line.

The winner receives thousands of dollars in cash prizes plus an all-expenses paid weekend where they get specific advice about their business from Dan Kennedy himself.

It’s always exciting to see all the different ways GKIC marketing is applied in these competitions. From professional services like doctors and dentists to brick and mortar businesses to coaches and consultants to info-marketers.

But, although the types of businesses vary, there are some universal principles that seem to crop up year after year.

Here’s some advice from past Marketer of the Year (MOY) finalists and winners:

Start with a plan. MOY Finalist Mark Mehling says he used to be a “hunter” with no plan. He says he spent most of his time doing “random acts of marketing” which caused him to waste a lot of energy and money trying to figure out what to do and how to market.

Not only was Mark able to double what he was charging clients and increase his income significantly, but he was able to trade in time-consuming “nickel and diming” problem clients for high-end, affluent prospects who understood what Mark was doing and wanted to be a part of it.

He says when he first started with GKIC, it took him some time to “get it.” But when the light bulb really went on was when he went to Fast Implementation Boot Camp.  Mark says Boot Camp gives you a plan that makes it easy to implement without having to figure that plan out for yourself.

Focus on a niche. MOY Finalist Dr. Donna Galante’s orthodontic practice was in big trouble when after steady growth from 1997 to 2007, her business suddenly tanked, losing 30% of her revenue in 12 months’ time.

She began thinking about how she could niche her practice and zeroed in on Invisalign, a proprietary orthodontic treatment which uses clear, removable teeth aligners as an alternative to traditional braces. She began implementing GKIC-style marketing like crazy and went from being one of the lowest Invisalign producers to one of the top 1% producers nationwide in 18 months.

She says that her most successful marketing strategy has been to completely revamp her customers’ experience with things such as a customized newsletter and writing a book that she distributes in offices and places visited frequently by mom’s and people who would want straight teeth.

Pick one good idea and just do it. MOY Winner Rick Schaeffer started a new medical practice and was able to grow it from zero to $1.1 million dollars per month in only 11 months’ time. He says the key to his success was massive action and commitment.

His best advice?  He says, “Pick one good idea, just one, and implement it right now. Then commit to it and keep doing it and don’t ever stop. Once you have one marketing strategy implemented, choose another and commit fully to it.

Don’t reinvent the wheel: Swipe & Deploy. MOY Winner Walter Bergeron showcased results of $1,120,197 in additional lifetime client sales within just 90 days of implementing GKIC-style marketing.

Walter attributes his success to a leap of faith he took in that what he was being taught by GKIC actually works. He says once he simply followed the instructions and swiped and deployed the marketing ideas provided by GKIC he transformed his business and experienced life-changing results very quickly.

Of course every year the biggest theme of all is Implement, Implement, Implement.

If you’d like to experience bigger success FASTER, then take the advice from our MOY winners and finalists and maybe next year I’ll see YOU in the winner’s circle.

**What’s Hot at GKIC This Week Through July 14, 2014** No matter where you want to go you need to start somewhere.  All of the people above started out here, getting our $633.91 of FREE money-making marketing information.  Click here now to see if it’s right for you.

 

Are You Using This Free Potent Persuasion Technique

By: Dave Dee on: July 1st, 2014 3 Comments

Ahhh. Summer. Traveling. Baseball. Outdoor concerts and events…

As I was exploring my options for this Friday’s Fourth of July festivities, I became even more keenly aware of what a potent persuasion technique the use of social proof is.

As you know, many people turn to the web, and/or their smartphones to explore their choices when traveling, dining out, making plans to go out or just about anything they plan to spend time and money on.

This is good news for small business owners.

It allows you more opportunities to sell your products, services and events—even extend your reach further around the world should you choose to.

However, this also gives a stronger voice to the consumer. It used to be that whether you were happy with your service, or wanted to make a complaint, you had to write a letter or make a phone call.  The consumer might also tell a friend, family or neighbor about their experience too. But usually not more than a couple of handfuls of people would hear about it.

Now-a-days your customers can share their story about an experience by leaving a review of your product or service immediately online –where the whole world can see what they have to say. In fact, next to nearly everything you search for online, you’ll find “customer reviews” telling you what other people think of whatever product, service or event you are searching for.

Want to find a resort to stay in for your vacation get-a-way? You’ll see what customers had to say about the resort. And I don’t think I’m going out on a limb by saying that you’ll consider what they have to say before you reserve your room.

Want to choose a restaurant near where you are, you might check out what people have to say on Yelp.

Everything from restaurants to dental care to products we buy have customer reviews.

This increased consumer power can be good or bad. When they aren’t happy with the service and/or product they can let the world know. On the flip side, if they are happy, they can also let everyone know by leaving a review, tweeting about it, posting photos on Facebook, blogging about it and more.

Making this even more important is the fact that  consumers trust their fellow consumers more than they trust professional critics.

According to market research by Weber Shandwick, 88% of consumers say they still consult consumer reviews even when they are “somewhat” or “very knowledgeable” about their purchase. Furthermore, consumers report that they pay more attention to consumer reviews (77%) than they do to professional critic reviews (only 23%.)

Which means the use of social proof is an even more potent persuasion technique in your marketing and sales process than ever before.

And if you can’t prove something, then don’t say it.

You need an overwhelming quantity and quality of proof to prove that what you’re saying is true too.

So what is “quality proof?” Basically you want testimonials with full names, details, pictures, and precise numbers to back your case.

Six rules for “quality” social proof that will be the most potent persuasive tools:

1)      Include specifics. In Weber Shandwick’s research, it was found that the most influential reviews include certain elements.  For example, they needed to seem fair and reasonable, be well-written, and contain statistics, specifics and technical data when applicable.

2)      You need a lot of proof. If you only have a few testimonials, don’t put them on a page that looks like there is space left over. Put them on a small piece of paper (or website) so it looks like you really had to cram them in.

3)      Let your consumers answer objections.  You want to have testimonials that answer objections and questions that your prospect typically has.  Many times your best customers, clients and patients will come to your defense and as Dan Kennedy says “What others say about you in 1000x more powerful than anything you say about yourself”

4)      Round up a sampling of informative reviews on your website. Simplify the process for consumers and reduce the likelihood of them being lured to your competitor’s website by including a sampling of consumer reviews on your website. By including the information consumers seek when making buying decisions, you’ll make it easier for them—and quite frankly more persuasive for you.

5)      Keep your reviews and testimonials authentic. Publically announce a policy that prevents employees from commenting or leaving reviews about your product or service.

6)      Encourage customers to review your products and services. Dedicate resources to getting customers to review your products and services and ask for testimonials.  While you can’t directly influence user reviews, you can encourage people to give reviews. Then pick those with the most potential to have the biggest impact and post them to our website, social networks, and so on.  If you sell products online you probably have the e-mail address of buyers…after a few weeks send them an e-mail asking for them to review your product with a link.  If you sell through a retail location, simply give them a card on their way out that has review instructions and on the other side give them some kind of offer for returning or referring others to your business.

Also, ask for written testimonials. When asking for testimonials from your customers and clients, ask questions that will help guide them to give you specific answers. You might also ask questions such as “What were your doubts about trying our product?” and “What specifically do you like best about our service?”

Bottom line: The more proof you have, the easier selling will be and the more money you will make.

Happening Now: Direct Response Marketer and Product Launch Guru Jeff Walker just released his first-ever book on Amazon, and it’s already a legit bestseller. And now he’s stacking the bonuses on to keep it at the top of the charts.

If you don’t know Jeff, he literally created the online product launch… and he’s been training thousands of people to do those launches for ten years. In fact, his clients have done over $500 million in launches.

If there’s one thing he knows how to do, it’s put together a crazy launch offer – and that’s exactly what he’s done. If you get his book on Amazon.com, he’ll flat-out GIVE you $291.00 in bonuses.  To check it out simply click here.

 

The NFL Draft formula for developing ‘superstar’ customers

By: Darcy Juarez on: May 13th, 2014 2 Comments

With the National Football League (NFL) draft just winding up this past weekend, I couldn’t help but think about the similarities between football player and customer development.

There were 256 players selected in the 2014 NFL Draft. These are the top tier, the best of the best that made it through. But think about what it took to get those players to this level. From pee wee leagues to school teams to college and finally the NFL—it’s a journey that doesn’t happen automatically.

It’s the same with your customers. Even your immediate stand-out “stars,” for the most part, won’t be apparent overnight and will need nurturing from you to turn them into “your best customers.”

When you do take customers through this “nurturing journey,” your business will experience explosive growth and profits.

To get a better understanding, let’s look at the progression of an NFL player.

Most, if not all, start out in a pee wee football league. At first, it’s to try out football—maybe see if they like it, learn the fundamentals and decide if they will continue to play.

By middle school a few will be weeded out when they try out for their school team. Some may decide that football is not for them and will take an entirely different path altogether. However for those that want to keep playing, for the most part, there will be a place for them, even if it’s just practicing with the team and riding the bench.

By high school, you have a variety of player levels—from the guy riding the bench hoping to get in the game to the hometown football hero who is the star player of the team.

To get to the college level, players need to capture the attention of the college coach and prove they have what it takes to move up to the next level.

At the college level players must play well enough to make an impression on at least one team in the NFL.  Another way for players to get noticed is through events such as Pro Day, where eligible players from the college work out for NFL scouts.

Now let’s translate this process to your customers.

Prospects and new customers are like your pee wee league. They are just getting their feet wet—showing interest in your product or service. Here’s where you encourage leads to sign up to receive your content so you can try and move them to the next level.

This next level is sort of like middle school. They are learning more about you and how to use your product and service. Here you must nurture them to move them up.

Some may have purchased from you at this point. Some may fall off here and decide your product or service isn’t for them. Both are okay. However you want to make sure they haven’t fallen off too soon. Perhaps they need more nurturing. Or similar to a growing young man, maybe they need more time to develop. Deliver the information they need and give them time to develop by approaching them in different ways to make sure you don’t cut someone loose prematurely.

Once you’ve turned browsers into buyers, you have moved your prospects into the high school phase. This is where you want to really deliver the right type of content, products and service that will encourage them to keep going and become even better customers.

Your customers that take your upsells and move into your ongoing programs, these are similar to your college level. They match what you are looking for in an ideal customer. Here you want to have a long-term strategy to keep them growing.

Your very top tier customers, the ones you’ve developed the best, are similar to the players that enter the NFL draft. At this point you’ve made these customers into your superstar customers. They are the ones that buy everything you offer, come to all of your events, and refer you to others.

Similar to football, your prospects and customers need cultivating to move them up through the progressive stages of a customer. Once you have all the core categories of customer development working in full harmony together in your business, you’ll finally be able to move every customer you acquire through the progressive stages and experience explosive growth.

NOTE: During our upcoming GKIC Fast Implementation Bootcamp (FREE to GKIC members), I’ll take you through the seven core stages of customer development that take you from prospect to ‘superstar’ customer status and show you exactly how to get these stages working in harmony. Plus I’ll reveal the behind the scenes and step-by-step forensic analysis of “blockbuster” GKIC campaigns that take our customers through each of these stages so you can model your own business to do the same.

For more information or to register for our next Fast Implementation Bootcamp visit: http://gkic.com/bootcamp

If you’re not a member but would like to come to the bootcamp you can go here and take a trial membership which allows you to attend or click here and invest the non-member rate to attend.

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.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Three Ways To Increase Leads, Response & Loyalty…

By: Darcy Juarez on: April 8th, 2014 7 Comments

At our GKIC SuperConference last month, I added a picture of three-time NFL Superbowl Champion Emmitt Smith to my celebrity photo collection.

Of course, I’m not the only one who took a photo with Emmitt. Our Diamond Members also had their photo taken with Emmitt.

Darcy Juarez, Marketing Automation Expert of GKIC, the leading provider of information and training for entrepreneurs and Emmitt Smith, three-time NFL Superbowl Champion, entrepreneur and Dancing with the Stars Celebrity.

Darcy Juarez and Emmitt Smith

And while many people would stick this in a photo album or share it with their friends on Facebook, smart entrepreneurs know this is a valuable tool worth way more than the ego boost you get from saying you were rubbing elbows with an NFL great.

In fact, used correctly you can attract more leads, convert more prospects to consumers and even increase loyalty with existing customers, clients and patients.

Here are three ways to take advantage of celebrity photos:

1)    Drive more traffic to your website. Adding your picture to your website with correct tagging will make your website come up as fresh content for people searching for the celebrity you are pictured with. For example, if I put my picture of me with Emmitt on my website and tagged it correctly, anyone searching for Emmitt Smith would potentially find my website.

To do this, use ALT tags. ALT tags are a way to “describe” an image to search engine crawlers.  An ALT tag might read something like, “John Doe, Owner of the #1 rated steak restaurant in Dallas, Champion Steakhouse, with NFL Superbowl Champion Emmitt Smith.”

You can check to see if your images have ALT tags and see if they are accurate on your website with this free online tool.

2)    Grab more attention for your promotions. Use celebrity photos in your newsletter, ads, postcard mailings, sales letters, etc. to grab attention and associate yourself with celebrities.

People are obsessed with celebrities. The fact that they are already thinking about celebrities allows you to use Robert Collier’s copywriting secret of “entering the conversation already occurring in your prospects or customers minds.”

People are drawn to photos of celebrities.  The added curiosity will help get your ad, postcard, etc. into the “A” pile instead of being passed over or thrown into the trash.

Plus, because people draw a connection between you, your product or service and the celebrity, this can increase your credibility and create higher loyalty from consumers.

In addition to placing these photos in your ads and on your website, etc., physically frame these pictures and hang them where your customers can see them.

3)    Immediately elevate your status. The minute you start using pictures of you associated with a celebrity, your status will be elevated in the eyes of many of your customers, clients or patients. Because of people’s fascination with celebrities, they will instantly become more interested in you because you “know” a celebrity.

Think about it. If you are searching for a new chiropractor, which ad would you respond to:

An ad with a picture of a chiropractor with an unknown athlete or the ad with a picture of a chiropractor with Emmitt Smith that says something like “Chiropractor specializing in sports medicine and sought after by professional athletes”?

Always carry a camera with you and be on the lookout for opportunities to take a picture of yourself with a celebrity. These days most cellular phones will do the trick. If you are out somewhere and spot a celebrity ask if you can have a photo with them. Many celebrities will say yes.

Even if you do nothing more than add them to your website or hang them on your wall in your place of business, you will gain attention and elevate your credibility and status which can mean more traffic, more customers and more revenue.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

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

By: Dave Dee on: April 5th, 2014 2 Comments

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.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

The Hidden Secret To Higher Profits No One Talks About

By: Dave Dee on: April 3rd, 2014 3 Comments

I call it the “hidden secret.”

Why?

Because no one wants to talk about it….not even the gurus.

I revealed what it was last Saturday at Super Conference.

Here’s the thing…

It does not matter what product or service you offer in the marketplace. It does not matter if you sell offline or online or using a hybrid of both.

If you want to build a herd that will stay loyal to you…

If you want to communicate effectively with a large group of prospects…

If you want to convert your leads to customers, clients or patients…

If you want to build a successful business that consistently and reliably delivers you quality leads and large profits…

It’s going to require you to do this one thing…

Why doesn’t anyone want to talk about it? Because no one wants to hear it.

Yet, if you want to effectively sell your products and services, you will need to communicate your products or services’ benefits to your prospective customers.

And this will involve using this secret…

You need to know how to write powerful hypnotic copy (or at least know about it so you can hire the right person.)

Whether you write it yourself or you hire someone, you need to understand and accept this. Because as billion dollar marketer, Ted Nicholas says, “Words, not numbers, are the true currency of business.”

Everything is copy. If you record a free message—it needs to be composed of hypnotic copy. Put a video up—your script needs hypnotic copy. Do a radio ad—yep, that requires hypnotic copy too.

So what exactly is hypnotic copy? It’s copy that translates words into something meaningful, understandable and emotional.

For example, if a sales message says “Their coaching program helps clients sell a whole lot of stuff to people all over the country every day.” That’s interesting, but not hypnotic. However, see what happens when I change it to say, “Auto Dealers in their coaching program sell a car every 2 minutes all across America.”

Can you see the difference? The words in the first example was fine, but the second example communicated the message in a specific way that had special meaning to a specific target audience (Auto Dealers), was understandable what their coaching program could do, and created emotion.

This truly does make your products and services sell better. Of course, the reason no one wants to talk about it, is because this does take time to master. However, here are a few tips I revealed which will help you get started writing hypnotic copy:

Ask questions.  Before you start writing you need to ask the following questions:

1)      Who is your best customer?

2)      What are the top three to five things your best customer wants?

3)      What is the first piece of information they want to know?

4)      What should they be looking for when buying a product or service like yours?

Taking the time to answer these questions will give you crucial information that will help you create hypnotic copy.

Personalize your copy. To personalize your copy, speak directly to your customer. If you have more than one target audience, then create more than one piece of copy so you can keep it personal. Keep in mind, I’m not just talking about using their name—in fact there will be times when you won’t have their name. For instance, you can personalize copy by doing things such as including their city, neighborhood or business type in your promotion, letter or ad.

Always have a call-to-action. Hypnotic copy always includes a call- to-action (CTA). Simple, clear CTA’s work best such as “Call Today!”

Invest in understanding what good hypnotic copy is. Be sure to ask (and answer) the questions, personalize your copy and always include a call-to-action. And remember, you don’t have to master it yourself, but you should be aware of what good copy looks like so when you hire someone to write for you, you’ll have a better understanding of whether they hit the mark.

NOTE: If you are hiring someone else to write your blogs, articles, emails, letters, etc. I’d suggest you pick up GKIC’s FREE report, “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”

Bad copy wastes precious dollars and costs you sales. Set yourself up to make millions by finding out what you need to ask every copywriter before you hire them. Remember there is no charge for this.  Just click here or go to www.gkic.com/7questions

 

Are You Committing This Costly Marketing Sin?

By: Darcy Juarez on: March 20th, 2014 9 Comments

A recent trip to the mall made it abundantly clear to me what is missing in most businesses today.

At the food court, free samples were offered to entice new customers to come try them out. I was greeted at department stores with perfume samples and an offer for a free makeover.

Look around you and you’ll see dozens of ways businesses lure in new customers. And don’t get me wrong, acquiring new customers is critically important.

But you have to be careful.

Pay too much attention to this one thing like many of these businesses at the mall were and you could be in danger of making a grave mistake.

You see while the un-rich believe the most important marketing is in attracting new customers, the exceptionally successful and rich entrepreneur realizes marketing to and nurturing the existing customer is paramount.

In Dan Kennedy’s book, The Ultimate Marketing Plan, he says, “It is a grave mistake to be overly attentive to getting new customers and neglectful of marketing to and nurturing relationships with existing customers.”

Dan quotes Joseph Jaffe, author of Flip the Funnel, in which Jaffe says, “In an acquisition focused world, we pull out all the stops to woo a stranger to sample our wares, yet we ignore the very people who essentially fund our acquisition efforts in the first place. It is tantamount to feeding yourself by holding the steak knife the wrong way, by the blade—not only will you go hungry, you’ll end up in the emergency room.”

Why is this so important to your business?

1)      It’s becoming more and more expensive to acquire new customers. It used to be that when acquiring a new customer, you could make a profit or at least break even. Nowadays businesses that are only focused on customer acquisition are missing out on a lot of money. According to Lee Resources, attracting a new customer costs five times as much as keeping an existing one.  Plus the probability of selling to an existing customer is 60-70% while the probability of selling to a new prospect is only 5-20%.

2)      There are a finite number of new customers available. It may be true that new customers are born every minute, but the reality is if you only focus on acquisition, eventually you will run out of new customers – especially if you operate in a niche market. Not to mention, if you are losing existing customers faster than you acquire them.

3)      The majority of customers leave businesses because of neglect. In The Ultimate Marketing Plan, Dan breaks down why you lose customers such as switching to a different product or service due to price or a better product, death of customer, etc. But the biggest reason for leaving? Customers feel unappreciated, unimportant, or taken for granted. Dan says, “Sixty-eight percent switch because of what they perceive and describe as indifference from the merchant or someone in the merchant’s organization.”

It stands to reason that if you strategically engineer your business to retain, nurture and grow the value of your existing customers, you will grow your business and your profits.

How do you do this?

Make your customer feel important, appreciated and respected. Find ways to express gratitude individually, en masse and publicly through things such as customer appreciation events, acknowledging them in your newsletter by name, and creating a reward program. Also, greet them as honored guests, take time to answer their questions and don’t create policies that drive them away.

View retention as a marketing function and a profit center. Don’t think of money spent on existing customers as an expense. Instead view it as an investment.

Have a lost customer plan in place. Track your customer’s activity. When one goes missing, send that customer a letter with a great offer or pick up the phone to find out why the customer is no longer purchasing from you. And don’t give up to early or too easily.

Develop new products and services for your existing customers. Your existing customers may have moved beyond your initial offering. Work hard to do more business with them by coming up with new offerings that will appeal to their wants, needs and desires.

Dan Kennedy says, “If you are going to buy customers, you’d better get better at keeping them and fully monetizing them.”

Your existing customers are your most important asset. If you want to grow your business and profits, neglecting them is one marketing sin you don’t want to commit.

What are some things you do to retain, nurture and grow your existing customers? Share your comments here.

NOTE: Are you committing this marketing sin? Let Dave Dee and I personally help you at our next Fast Implementation Bootcamp where you’ll discover the 7 core categories of customer development in your business. Once you have them all working in full harmony together (which is easier than you think,) you’ll finally be able to move every customer you acquire through the progressive stages that will lead you to explosive growth.

Fast Implementation Bootcamp is available to GKIC members at no charge. For more information or to register click here or call 1-800-871-0147.

Not a member yet? Non-members can attend too for just $497 or you can sign up for our trial membership, get over $633 worth of marketing and lucrative information free, and attend Fast Implementation Bootcamp as a new member FREE.

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.

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