Posts Tagged ‘magnetic marketing’

Don’t even think of creating another product until you read this…

By: Dan Kennedy on: January 16th, 2015 3 Comments

One of the things I talk about a lot is having systems in place so you can do the bulk of the work once. This saves you time, delivers predictable and proven results and prevents you from having to continually reinvent the wheel.

But it’s not just your marketing that needs systems in place.

When creating products, a product-creation system will help speed the process and ensure that you can consistently produce GREAT products that generate handsome profits to you and add to the long term solvency and value of your business.

So in looking at what should be in this system, if you ask business owners to list the most successful products they ever created, many will judge what goes on the list by choosing what sold the most units and earned the most money.

That’s not what I’d do though.

Over the years I’ve created hundreds of products, including multi-million dollar plus income earners.

But I’ve found that while making money is favorable, looking at the success of a product purely on the amount of money it generates is more of a short-term thinking approach.

I can list products I’ve created that haven’t necessarily made me a lot of money in terms of dollars directly earned from the sale of them, but due to other factors they have been indirectly responsible for a great deal of income long-term.

For example, my book the Ultimate Sales Letter. The sale of this book alone is not going to make me rich. But it’s done a lot for me and I would list it among the GREAT products I have created.

Magnetic Marketing is something that has been a best seller–and continues to be a best seller for me even 20+ years after creation. This has certainly been a great income generator, but it also has done much more over the long haul.

So when creating (or for that matter evaluating) a product, some things you’ll want to consider about the makeup of your product are:

1) Does it attract really good customers? You might have a great product but if it’s attracting the wrong clients, customers, or patients, how valuable is it to you in the long run? Create products that attract your ideal best customer.

2) Does it create lifetime customers? A lot of businesses ask themselves, “What can I do that is fast and cheap and makes me a lot of money quick?”

However, I’d suggest a better course is to create a product that is going to develop your relationship with your customer and set them on the path to become customers for life.

If you ask a lot of GKIC lifers how they came into the herd, you’ll find a lot of them say they read The Ultimate Sales Letter, The Ultimate Marketing Plan, or purchased Magnetic Marketing. In addition to delivering things that get REAL results for people, I use consumer psychology that develops my relationship with readers—which is what it takes to get people coming back for more.

3) Does it grow a loyal “herd” of repeat customers? When you focus on making products as easily and cheaply as possible, you jeopardize keeping customers.

Products that deliver a lot of value will help you grow a hyper-responsive list and loyal customers—THE most valuable asset in ANY business—online or offline.

So every product you develop, you want to put your best foot forward to avoid winding up with a diseased or inferior herd or low value herd and instead end up with a high quality herd that not only will buy from you again and again but that will refer you to others.

4) Does it provide an asset for your business? A product that has longevity and continues to sell for you year after year is a valuable asset. Not only does it provide you with consistent, reliable income (and even a consistent flow of quality leads for additional products or services), but it can help you sell your business for millions.

What’s the next step?

To learn more about the consumer psychology I use and how to create information products that become enduring million dollar assets and keep your customers coming back for more click here now.

Three Steps To Never Prospect Again

By: Dan Kennedy on: October 17th, 2014 2 Comments

It’s been 40 years or more since I replaced old-fashioned prospecting grunt work for a 100% measurable way to attract a predictable, reliable stream of ideal clients.

Success at getting qualified clients, customers, or patients has a lot more to do with understanding the real secrets of direct-response marketing…and a lot less to do with chasing after prospects.

Whether you are just getting started in business or you’ve been in business for thirty years… believe me, there’s nothing better than only talking to prospects who have already “raised their hand” specifically to TALK TO YOU!

To experience this kind of client attraction, the most important thing you can do for your business right now is to develop a reliable and predictable client, customer, or patient “Lead-Generation System.”

A successful Lead-Generation system should have the following components, several of which many (if not MOST) business’s overlook:

1)    A “Slam Dunk” Customer.  If you’re trying to target the entire world, you’d better be prepared to go head-to-head with big, dumb companies with billions of dollars to waste in the effort. Going after every possible person who could ever use your service is a fool’s errand.  Instead, step back and think about, whom right now, are your favorite clients… where do they come from? How do they act?  What do they read?  How much do they earn?  What are their hobbies?  What is it about YOU that they tell you they resonate with?  Getting a solid grasp on WHICH this person is, WHERE to find them and WHAT it is they truly desire that only you can provide … and for the PRICE you want them to be able to pay… is a crucial first step to your lead-generation system.

2)    A “Killer” Lead Generation Magnet.  You need to give them a clear reason to contact you and get that reason in front of your “slam dunkers.”  It should be something targeted to narrow down your perfect clients from the unwashed masses…this “thing” is an incentive for response we call a Lead Generation Magnet.  Many times these are informational in nature, such as reports, guides, books, CDs, webinars or even other kinds of gifts.  Obviously, the more desirable the magnet and its offer, the better the response you’ll get.  You generally want something that is directly linked to your business.  For instance, the investment company offering a free road atlas in exchange for a call in appointment would be better served by a free report detailing “The 5 Secrets The IRS Hopes You Never Discover that Can Save the Typical Family $5000 a Year in Taxes.”

3)    Answer the WHY You Question?  The question I pose is “Why should I do business with you rather than any other option including doing nothing?”  The answer is what we call your Unique Selling Proposition (USP) and your lead magnet should make dead solid certain that the factors that make you different are clearly spelled out.  This provides fuel to the call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that the benefit they seek can only be found with your products / services.

Don’t rely on hope, networking, or prospecting grunt work to get customers through your door or to your website. Create a lead-generation system that includes these key components to get them to raise their hands and ask for YOU.

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.



One of the biggest money-making super-powers

By: Dan Kennedy on: August 24th, 2014 1 Comment

Dan Kennedy here.

I wanted to let you know that I just did a special call with Dave Dee about something vitally important…

You see ever since I spent the other day with you, the questions I’ve been receiving have made it abundantly clear to me that there is a critical piece of information missing.

It concerns one of the biggest money-making super-powers you’ll ever learn. Because once you “get it,” you’ll make a major shift in your thinking—and your income. Life and business will be different for you. Easier. More rewarding. More effective. More time-efficient. More lucrative. Better.

So I recorded this call so you’ll have the missing piece that will help you close more sales, get more visitors to sign up, download, watch, and buy.

Click here to listen to it now.

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 top 7 marketing mistakes that could cause your business to fail…

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

In my opinion, most of the statistics and reasons stated about why businesses fail are wrong.

Poor financial control, lack of capital, poor leadership, poor location, and poor economy are common reasons cited for business failure.

Statistics usually benchmark business failure on whether they are still in business and how long they operated before closing.  However, struggling to survive or performing below an owner’s expectations also constitutes failure of some sort.

While there can be more than one contributing factor to failure, by far and away the number one reason for businesses failing, from what I’ve witnessed, has to do with the  quality of their marketing.

Here are 7 of the most common mistakes small businesses make:

1)      Treating marketing like an expense rather than the business you are in. Marketing should be the driving force of your business because you are NOT in the business of being butcher, baker or candlestick maker…you are in the business of marketing your business. When you look at your marketing as a line item expense instead of a necessary investment, you’re looking to fail.

Marketing your business well is your path to becoming the dominant business in your community or category. And when you become the dominant business, you’ll be more profitable, secure and have more freedom.

2)      Not knowing what it costs to gain a new customer and what the average lifetime customer value is. If you don’t know what it costs to acquire a new customer, it’s impossible to set a marketing budget. And if you don’t know the lifetime customer value (LCV), then your budget for getting a new customer might be too high, which can cause failure.

Before you invest large sums of money into marketing, determine how much it costs to acquire a new customer and what your average LCV is. It’s important to note that when you know the LCV, you can sometimes spend more to acquire a new customer because it’ll be worth it on the back end. For example, if you know your LCV is $5000 for a customer, spending $100 to acquire that customer is worth it. However, if the LCV for a customer is $100 then spending that same amount wouldn’t make sense.

3)      No system in place for attracting your ideal customer and building a list.  Your biggest asset is your list. Yet many businesses, such as retailers and restaurants, make no attempts to build a list of ideal customers to market to.

If you want to survive, you must figure out how to attract your ideal customer and build a list so you can market to them again and again.

4)      No follow-up marketing system. Once you attract an ideal prospect, you must stay in touch with them until “They buy or die.” Businesses often have hundreds of people visiting their website or walking into their establishment and leave without buying and without the business collecting any information on how to follow up with them.

Businesses also fail to have a follow-up system in place for people who have purchased from them.

In both cases, you are leaving thousands of dollars on the table. Follow up with prospects and you’ll get a percentage of them to buy. Follow up with your buyers and they will often buy from you again and again.

5)      The USP isn’t defined. You need to make a Unique Selling Proposition (USP) that makes your business the only clear choice for customers and prospects. There are a lot of competitors out there—maybe selling exactly what you sell.

Spending time on refining your USP to make your business stand out is often a big game-changer for businesses.

6)      Not focused on the right market or haven’t defined a market. Right media, right market, right message. It doesn’t matter how great your message is if you are sending it to the wrong target market. In fact, Dan Kennedy says that 50% of your success is getting this right.

Create a list with laser-like precision and you’ll stop wasting money on advertising that isn’t working.

7)      Not using direct-response advertising. The agenda of advertising for big businesses is much different than the agenda for small businesses. Big businesses look to build their brand, look good, win awards, and maybe sell something whereas the small business owner wants to sell something.  The problem is because many small business owners don’t know a lot about marketing or where to start, so they copy advertising that won’t ever work for their business, which cost them time, money and sometimes their business.

To succeed, you must incorporate marketing techniques that attract prospects… sell something…cause your prospects and customers to take a desired action. This is accomplished by using direct response marketing.

There are ten “do or die” direct response rules your marketing must follow to be successful. (You can find these rules in Dan Kennedy’s No B.S. Direct Marketing For Non-Direct Marketing Businesses.)

Take a look at these seven marketing mistakes. Are you making any of them? If you are weak in one or missing any one of these items, then make a plan to fix them before it’s too late and you find your business is in jeopardy.

NOTE:  I just did a webinar called “How to Attract A Flood Of Your Your Ideal Clients, Customers and Patients In 60 Days Or Less…Guaranteed” where I revealed the 3-steps your business MUST have if you want to attract people to you like you never thought possible and I actually share how I went from dead broke…to making 6-figures in less than 90 days.  

If you want to get the 3-steps and see how you can implement them in your business just click here now. 

***Fair warning…this isn’t some 3-4 minute video that pitches you on taking the next step…this is over 45 minutes of REAL strategies and systems that you can use starting today, but you’ll want a pen and paper handy to take notes and better yet, start implementing.

The Technique Used Throughout History That Gives Your Business Tremendous Advantage

By: Darcy Juarez on: March 6th, 2014 1 Comment

This weekend you have a free opportunity to grow your business.

Dave Dee is presenting a free live webinar broadcast that will reveal the secrets for attracting a flood of your ideal clients in 60 days or less using Magnetic Marketing. (You can scoop up one of the few remaining spots by going to .)

I believe you’ll take advantage of this. Why? Because the fact you are reading this tells me you are the type of marketer who is constantly looking to improve your marketing results.  Someone who wants to ensure that every one of your campaigns brings in the maximum ROI.

With that in mind, today I want to discuss a tactic that will give you one of the best advantages I know for persuading your audience to buy your product or service.

It’s one of the reasons Magnetic Marketing has worked predictably and reliably for over 22 years.

It’s the same idea that great copywriters use to generate millions of dollars with the copy they write.

The best speakers use this tactic too. So do parents I know.

And if you employ it, you too will generate more response and larger profits—consistently.

This technique has been used throughout history to ensure a message is heard and understood.

The idea?

“Say it. Say it again. And then repeat it a third time.”

Winston Churchill summed it up when he said, “If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time—a tremendous whack.”

And that’s what Magnetic Marketing does. It teaches you how to “whack” away at customers so they get your message.

Great copywriters, speakers and even parents find different ways to deliver what is essentially the same message so that eventually the reader or listener hears and understands the point you are trying to make.

While repeating important ideas is the big idea Churchill was trying to make here, there are a few more take-a-ways that will help you be even more successful when using this idea in your own marketing.

1)     Don’t use clever wordplay.  Clarity is paramount. While it’s tempting to be clever or cute or witty, realize that cleverness often creates confusion. Use words that give your message maximum clarity and you’ll deliver a more powerful punch.

2)     Develop your big idea. It’s not always easy to find, but if you take the time to find the one big important idea that will have the strongest impact on your audience, it will pay off. This is what will grab your customer’s attention and set you apart from the competition. (You’ll learn more about how to do this in the free webinar.)

3)     Be persistent. The truth is you can’t repeat yourself too many times. So just because someone didn’t respond the first time doesn’t mean they aren’t interested. It might just mean they didn’t get the message.  So deliver your message. Then deliver it again. And again. Often just about the time you think you should give up, your customers will respond in the greatest numbers.

There’s no scientific reason why three is the right number to try, it just is. Two isn’t enough but four seems too many. And as the saying goes, “If at first you don’t succeed, try, try and try again.”

NOTE: Go to right NOW and learn how to create a flood of business. Discover the steps anyone can master. Create a fast Cash Flow Surge. And attract your Ideal Customers in a non-salesy way. In 60 days or less.

This is a FREE event and spots are limited. Register now:

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 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 for all the details

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.

Magnetic Marketing Concepts Revealed!

By: Dave Dee on: January 28th, 2014 5 Comments

Today is the big day. The entire brand new version of Magnetic Marketing, with Dan Kennedy, for FREE! I know you’ve blocked out a big chunk of your day to be on this and I want to assure you that the time you’re investing today will be well worth it! Here’s a quick video showing you exactly what Dan Kennedy will reveal to you!

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

In case you missed any of the other videos I’ve created to help you prepare and get the most out of this one-time only event I’ve included them below. Go ahead and watch them and leave your comments below.

VIDEO #1 “The Why Behind The Why”

Again if you haven’t reserved a spot for this free event go to now.

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


Video #3How To Find Your Ideal Customer Part One…Create Them


Video #4How To Find Your Ideal Customer Part Two…Get In Their Head

Again if you haven’t reserved a spot for this free event go to now.

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.

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 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: 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.

8 Ways To Make Your Product Or Service Stand Out From The Competition

By: Darcy Juarez on: January 16th, 2014 6 Comments

It turned the worst and last, little no-name hotel in Las Vegas into one of the largest and most successful hotels on the strip.

And it’s one of my favorite Dan Kennedy marketing stories (as related in Dan Kennedy’s Magnetic Marketing program.)

You see the owner didn’t have a tremendous amount of money to do advertising at the time so he couldn’t compete with the larger hotels that used billboards, television and full page ads in magazines.

Instead he created an offer that turned his hotel and casino into a very specific, stand-out destination that got people clamoring to go.

Here is what his offer said:

“Give me $396. I’ll give you two nights, three days in my hotel in one of the deluxe suites. There’ll be a bottle of champagne waiting for you when you arrive. You can have unlimited drinks the entire time you are here, whether you are gambling or not, even if you’re sitting in one of the lounges and enjoying the entertainment, you pay nothing more for your drinks. Most importantly, for your $396, I’m going to give you $600 of my dollars to gamble with in my casino.”

The (obvious) lesson to be learned?

Turn your ordinary offer into an extraordinary one and your product or service becomes completely new and different than your competition. This is especially important if your product or service is a commodity.

You can transform your standard ho-hum offer into a killer offer using some of the following elements:

Develop high perceived value. Create a perceived value for your product or service that is higher than the price you are charging and you make your offer irresistible. In the casino hotel offer, the $600 dollars for gambling alone makes the perceived value higher.

Reduce their risk. When you make risk-free offers, it demonstrates confidence in your product or service and makes people feel more comfortable about choosing you over a competitor who doesn’t make a no-risk offer.

  1. Money back guarantee. People often worry about the “what ifs” –what if I don’t use this, what if I don’t like it, what if it doesn’t do what it promises to do. Give people the confidence to buy your product or service by offering a “no questions asked” full refund.
  2. Generous trial periods. Offer a “try before you buy” period, such as “Try it free for 21 days.”
  3. Low-cost trial periods. Ease the fear of making a large investment by giving a trial for an expensive program or membership for a small fee. “Normally $275 per month, you can try it for 7 days for just $1.00.” (The added advantage for you is that you now have their credit card information which makes it easy to automatically charge their card full membership pricing at the end of the trial.)

Create urgency. Everyone needs an incentive to “hurry up” and order now rather than put it off until later. Five ways to nudge people in your offer are to present:

  1. A limited quantity. If you truly have a limited quantity, you can say, “Only for the first 250 orders.” If you don’t have a limited quantity you can say something like, “Your check will be returned if supplies run out.”
  2. A special combination. Create a combination offer that will expire such as, “Buy two get one free” or a special bundle or package at a discounted rate over buying them individually.
  3. A price increase. Say in order to lock in the lower price, the prospect must act now.
  4. An introductory rate or bargain. Offer a pre-publication rate or an introductory rate and explain that after so many are sold the price will increase.
  5. A limited time opportunity. Let prospects know that only a certain number of widgets are available per region. For instance, a company selling franchise opportunity might only offer one franchise location per every 100 mile radius.

Include a powerful image. The casino hotel offer outlined earlier paints a powerful picture through the story-like wording. Another way to create a powerful impact is by including a powerful picture to help tell the story. You’ll see effective examples of this in ads for restaurants, retailers, travel and charitable organizations where a picture can evoke strong emotion.

Never assume that you’ve made the sale or use a weak close that gently “urges” your prospect to act. You must tell your prospect in clear, simple language what you want him to do and give him a great reason to act immediately. When you add some or all of the elements listed, you’ll create an offer that not only does that, but that stands out and makes your product, service or company completely different from everything else out there.

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.

Four Things You Can Do To Avoid Disaster In Your Business

By: Dave Dee on: January 14th, 2014 5 Comments

“It happens many times.”

That’s what Mary Schiavo, the former inspector general of the U.S. Department of Transportation, said during an interview on CNN when talking about how a Southwest Airlines flight from Chicago landed at the wrong airport last Sunday.

According to Schiavo, “Planes landing on the wrong runway aren’t unusual.”

As you can imagine, this error can cause real problems.

Unfortunately, like airlines who guide passengers to the wrong airport, businesses many times guide the wrong prospects to their business, causing serious problems such as financial hardship, damage to your business, and wasted spending.

For instance, let’s say you have no reliable way to get customers to your business. So you begin spending money on advertising.  But… because it’s not the right advertising, you receive no (or very few) paying customers from it.  This could cause you to go into debt and even force you to close your doors.

Here are four things you can do to avoid disaster in your own business…along with why this is so important to master:

1)      Cut all the waste and fat out of your advertising. If you aren’t attracting your ideal client, customer or patient, then you are wasting a lot of advertising dollars on people who aren’t interested in your product or service and/or don’t have the means to purchase from you. Wouldn’t it be better to get your advertising into the hands of people you knew could and potentially would buy from you?

For example, if you are selling tires, you would only want someone who owns a car to receive your ads because someone who doesn’t own a car will never buy from you even if they have the money to do so. For instance, if this hypothetical tire store runs an ad in a publication where 60% of its readers are college students with no car, then the media you’ve chosen doesn’t really match  your market.

You can “cut the fat” by matching the right media to the right market and the right message. One way this could be accomplished would be to change to a direct mail postcard that is sent to a rented list of people who carry car insurance on automobiles that are at least a couple of years old and live within the vicinity of your tire store.    Can you see how this would greatly reduce the amount of money you are wasting on advertising that isn’t working for you?

2)      Create a system for attracting your ideal customers.  The idea is for just the right person for your product, service or proposition to perk up, pay attention and think, “Hey that’s for ME” the minute he sees your ad, letter, web site, or other advertising media.

Instead of buying a list to mail your ad to, often a better method is to create a lead generation system. This is a much more economical way to get your hands on your ideal customer because it lets people self-qualify themselves within your target market. This way you are creating your very own, current list without having to a) pay for a list and b) sift through a list of semi-qualified prospects to find the ones who are really interested and willing to spend money on what you have to offer.

Not only is this more economical, but it’s more valuable too. You can certainly rent a list or place an ad in a publication that targets your ideal list.  But consider how much more valuable a prospect is who has raised their hand and said they are interested in what you are offering. Dan Kennedy says when looking at comparative conversions, this type of lead can be worth 500% to 2000% more.

3)       Make your system automatic. Once you get your sales message refined and working, put your system on auto-pilot so that you can continually attract prospects to your business.  This involves figuring out all the pieces of your sales system and setting it up to replicate itself over and over—from attracting prospects to getting them to raise their hand and say they are interested to mailing out follow-up pieces until they buy from you. This will not only save you time and money, but it will provide you with a  predictable business, where you can reliably project how many qualified leads, how many sales from those leads and what your revenue will be for the month.

4)      Refine your message. If your message isn’t right, you’ll end up with prospects that aren’t a match. Not only is this a waste of your advertising dollars, it can actually damage your reputation.

Consider the following that a fellow dad received. He was sent a free magazine from “Working Mother” Magazine. Not only was the list wrong, but the message referred to him as a “working mom.” He was not only insulted, but he thought they were idiots for sending him such a mismatched offer. In fact, he thought it was so idiotic, he told friends, family and work associates about it. Now-a-days you might worry about that ending up as a post on social media which could be even more damaging.

Had the letter suggested this as a gift for his wife, it might have struck a cord and he may have thought the complete opposite—that they were genius.

Regardless, testing and fine-tuning your message is smart.  Once you refine your message, there will likely be more commercially available lists that you can rent that will deliver decent results as well.

Make sure you master the skill of guiding your ideal customers, clients, or patients directly to your business. When you do, you’ll have a predictable, reliable income, you’ll avoid wasting valuable resources and you’ll never have to worry about where your next customer will come from.

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