Posts Tagged ‘marketer’


8 Steps To Making More Money in 2013!

By: Dave Dee on: January 3rd, 2013 4 Comments

The end of the year and beginning of a new one tends to make one reflect on the year’s successes and failures…

What were your top achievements?

What was your biggest failure?

What had the biggest impact?

And so on…

Instead of focusing on generic achievements, I thought it’d be fun to put a little twist on this year’s achievements by relating them specifically to your marketing successes and failures.

So here’s how to review your 2012 marketing and 8 easy steps to making more money in 2013:

1)   Map out how you did sales-wise throughout the year. Write down your total sales per month for the entire year. Which were your biggest months? Why? For instance, did you hold an event or launch a product that created a spike in sales? This will give you clues of things you might want to be sure and repeat next year.

2)   Which were your three most important marketing initiatives for the year? Why were they important? At GKIC, one of our most important initiatives is membership because without members, we have no one to attend our events, buy our products, etc.

3)   What were your top three marketing campaign results of 2012? Maybe you launched a product that generated twenty percent of your income this year or added a lead generation funnel that has created a new source of qualified leads.

4)   What was your biggest marketing failure this year? What did you learn from it? Marketing is never successful 100% of the time, however when you test things, you can learn to be more successful the next time. Think about your marketing failures and what the biggest lesson was that you learned last year so next year you can do better.

5)   What are three marketing techniques or strategies you used that had the biggest impact on your bottom line? Did you incorporate direct mail? Or add one of the 12 Business Building Strategies or Magnetic Marketing famous 3-step sales letter system? Write down what the strategies were and how they impacted your business.

6)   What are three things you want to achieve with your marketing in 2013? Do you want to get better and more qualified leads? Increase your sales or membership? Be able to charge more with less resistance to price? Create a steady stream of customers, clients or patients that come to you? Shorten your sales cycle? Determine what it is you want to achieve and that will help you define where you should focus your time, money and resources.

7)   What marketing (already in place) would you most like to improve or change? How and why? Sometimes we have marketing in place that needs a tune-up. For example, maybe there is a sales letter or an email sequence that isn’t working as well that could use some freshening up. Or maybe your website needs a tune-up.

8)   Describe what your marketing will be able to do for you in the future. What marketing do you need to get in place or what do you need to do to create that? For example, you might say…

“I want marketing that will attract well-paying customers that love my products and services to me so that I don’t have to chase them.”

or “My marketing will develop customers into raving fans who tell others about my products and services and are willing to pay premium prices without resistance.”

or “My events will fill quickly and easily. And when I launch new products and services I’ll sell a minimum of $500,000.”

The next step would be to figure out what you need to do to make your marketing picture a reality. In the above examples, an integrated lead generation strategy would need to be in place which means you might need to develop a lead magnet. Or you might need to take a course on how to market to the affluent.

Spend a few minutes reviewing your marketing from last year and it’ll be easier to develop a more successful plan for 2013. Plus you’ll find it easier to make decisions about what type of resources you need to get in order to fulfill your marketing goals in the coming year.

NOTE: If you want to be sure to make your marketing better in 2013, consider joining myself and Lee Milteer in the Peak Performers Implementation Coaching group. New this year we are adding ways to find money fast and a marketing hotseat. For more information or to apply, click here.

Direct Marketing Legend Lyman Wood’s 8 Tips For Selling A New Product

By: Darcy Juarez on: June 21st, 2012 7 Comments

This past Sunday, June 17th, was the anniversary of Lyman Wood Day…

A 1993 proclamation given by the Governor Howard Dean, M.D. of Vermont cited Wood for:

  • Spending “half a century developing and improving dozens of Vermont direct marketing businesses.”
  • Providing “a model of socially responsible, values-based business management, long before the notion of ‘a bottom line’ was invented.”
  • Serving “as  guide and mentor to innumerable Vermont entrepreneurs and direct marketers; ” and
  • Being “a ‘silent giant’ who has helped foster a $500 million a year industry in Vermont.”

Lyman Wood (1910-1997) formed his first company selling candy and washing cars to summer vacationers when he was 13. For seven decades he marketed and sold everything from used motorcycles to prayer books to earthworms—mostly through mail order.

What a Way to Live and Make a Living: The Lyman P. Wood Story a book by Roger Griffith, outlines what Wood calls “the joys of having your own mail order business.” Griffith tells you how Wood created a life he enjoyed through making money through mail order and how you can too.

While the book was written with the intent of teaching you about mail order, many of the tips and Wood suggestions apply to online businesses too.

In fact, one series of suggestions is perfect for avoiding pitfalls when testing out a new product or service with either mail order or the Internet.

And, if you aren’t already using both mail order and the Internet, the ideas will help you expand your business by providing you with the know-how you need to successfully conquer the one you’re not currently using.

These suggestions will help you start a business in your spare time with very little money and almost no risk…grow a business as big as you want…and run a business from anywhere in the world.

In What a Way to Live and Make a Living: The Lyman P. Wood Story,Griffith gives Wood’s eight suggestions for avoiding pitfalls when testing a new product or service through the mail. Of course these are also perfect for testing on the Internet.  Here are Wood’s tips on how to move a new product or service through mail order (or the Internet) successfully:

1)      Start small. Never invest a large amount of money until you know you have a winner. Test on a small scale first to see if your idea, product or ad will work before you launch into a bigger campaign or business.

2)      Set up a system to keep detailed records. Wood says to be good at mail order you must test and understand your results.  Set up a system that details the response to your mailings so you can base all of your decisions on results.

3)      Quickly have more than one product to sell. Wood says your customers for your first product will be your best customers for your second.  That means you need something to sell them as quickly as possible while they’re still “hot”.

4)      Guarantee your product.  No secret here.  You will boost your sales when you offer a money-back, “no questions asked” guarantee because you are taking away the risk from your prospect.

5)      Write your ad first. Before you ever create a physical product, write your ad. You should be able to state exactly what you intend to do or sell. If you can’t state this clearly, then you don’t have a strong plan in your mind for your product yet. Serial entrepreneur and marketer, Ted Nicholas also recommends you send the ad out before you even create the product to see if there is any interest. If there is, then create the product.

6)      Set your price at about double your product’s cost to you. Wood says that if the price is under $100, “you can go directly for the order, not for inquiries, with your advertising.” If the item is higher priced, he says, “usually you want to get the inquiry, not the sale, from your advertising.” There are exceptions to this rule of course, but generally higher priced items will sell better if you start a conversation with your customer about the item you are selling before you tell them what the price is.

7)      Find a problem and create a product or service that offers a solution to it. A great example of this is an ad I saw in one of those magazine shopping guides. The problem the ad solves is repairing a bad credit rating. The ad addressed this by offering a software program that helps repair your credit by reversing late payments and late payment fees for $5.95.

8)      Offer a good proposition. Just as Dan Kennedy teaches, “the proposition drives the copy” and makes it work. Wood reminds us that, “You can have the best copy in the world about a proposition that people don’t want and it won’t work.”

Wood tells a story of how he had a “Grandmother Table” designed and a few manufactured. The tables were made of walnut with glass tops that people could put photographs under. He had photographs of the tables made. Type-set the ad for $1000. They tested the ad in just one paper and got no orders.

Wood said, “That was a perfect example of not having the right proposition. The ad copy was good, the price was right. The table just didn’t sell, probably because the style of it didn’t fit well in the homes of the people who were potential customers. The copy was good; the proposition was lousy.”

Follow Wood’s advice. When you have a new product or service idea, test the idea first. Start small with an ad instead of creating an expensive direct response campaign, buying lists, and running up your expenses. If you don’t have anything to sell, find a problem and solve it. Then write your ad first to test  your solution and see if there is any interest before you create the product. Besides saving time, you’ll save yourself lots of money by ensuring you only create and roll out successful products and services on a large scale.

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Small Business Marketing Tip: Capitalize on the Tumbsuckers

By: Dan Kennedy on: October 15th, 2009 10 Comments

The Today Show featured a story on “mother-daughter bonding boot camp”, a group therapy business, where mother-daughter pairs pay to go and share stories, light candles, play games and work out their angst with 100 or so other mother-daughter pairs.

Seriously.

The last night they roast marshmallows; the final morning they light candles and say one meaningful word to each other.
The same day CNN carried a story about the newest, most pathetic trend: parents, predominately mothers, going with their college age and college grad children to their job interviews, waiting in the waiting rooms or, when possible even going into the interview with them and answering questions on their behalf.

I have previously written elsewhere about the popularity in particularly affluent communities of “baby sleep coaches” who camp out in the home to “coach” mommies on getting their babies to sleep.

“Thumb-sucking dependency” (the polar opposite of the virtue I celebrate: self-reliance) isn’t new in America. It’s just increasingly dominant.
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What the Sam Hill is an Information Marketer?

By: Bill Glazer on: October 1st, 2009 38 Comments

In case you’re wondering, Karen and I don’t indulge too often. We just don’t find we need to spend money frivolously and we have a very happy life with our 2-children and Chocolate Lab…Homer.

We do like to take a least one nice trip every year. We’ve practically traveled all over the world.

But one thing that I had wanted for some time is a Porsche and a couple of years ago I picked up my dream car, a brand new custom made Porsche Carrera 4S and while I was signing the paperwork, Rachel Day, who is the dealership’s Financial Services Advisor asked me a question that I hate getting…but I get it asked often.

She asked…

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Create Marketing Fireworks by SUCKERING ‘EM IN

By: Dan Kennedy on: September 25th, 2009 20 Comments

“SEX.”

“OK, now that I have your attention, let me talk to you about financial planning.”

This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.

You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes it works. More often it backfires because the people instantly feel cheated or conned, and either exit as quickly as they entered or are loathe to trust you.

When it does work, the switch needs to be to something pretty darned interesting itself, and leads to such an appealing offer that people with distrust still in their mouth respond anyway. So, in the above example, it would at least need to go from the big SEX headline to “Slashing Your Tax Bill By At Least 33% (Guaranteed)Is Even Better Than Sex! – that’s what my top clients say.”

THE QUESTION FOR YOU is: is “suckering ‘em in” a strategy you ought to use? There’s no easy answer.
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Do You Suffer from Frequent or Persistent Anxiety?

By: Dan Kennedy on: September 10th, 2009 8 Comments

David and Lucinda Basset, long-ago clients, have made millions by asking that question. It has broader appeal than you might think, because, it turns out, just about everybody is anxious and nervous and on edge about all sorts of things.

The media makes part of its living by hyping various “terrors” in order to keep us tuning in to the news programs – consider: Y2K; anthrax; bird flu; how terrorists could poison our water supply; etc. John Stoessel just did a 20/20 program on ABC about everything people are worrying about in sizeable numbers – in almost every case, hazards grossly magnified by their own negative imaginations.
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Five Tips for Making Your Small Business Famous on National TV

By: Bill Glazer on: August 6th, 2009 13 Comments

A single appearance on national TV can drive a flood of sales, spark more word-of-mouth and raise the percentage of people who buy from your small business.

When your clients see you on national TV, they’ll never look at you like a salesperson or marketer. They’ll see you as an expert – even a celebrity.

Here are five tips for marketing your small business in order to get it on national TV:

  1. Try to tie-in with something timely or in the news.
  2. Tell the viewers something they don’t already know.
  3. Offer producers ideas for visuals.
  4. Write a tailored one-page pitch that sells the show idea.
  5. When possible, meet producers face-to-face.

Now let’s take an actual case history so you can see how to apply this. Gold Plus Member Mahesh Grossman came to Steve & Bill Harrison (Platinum Members) because he wanted to get more publicity. He took advantage of the training and resources provided and did all five things to get himself booked on Fox News Channel’s Fox & Friends Show.

1) Try to tie-in with something timely or in the news.

Mahesh runs a ghostwriting business in which he gets books written for people who don’t have the time or talent to do it themselves. But let’s face it, the average Joe or Jane watching TV isn’t looking for a ghostwriter. So what did Mahesh do? He created a timely topic he could address and which would interest the average viewer. At the time, the presidential primaries were going on. Mahesh offered to talk about how each presidential candidate had hired a ghostwriter to write his book and then went on to compare how honest and appreciative each candidate had been.

2) Tell viewers something they don’t already know.

A producer at Fox News Network liked the idea of having a ghostwriting expert pull back the curtain and reveal things most people wouldn’t know about the candidates and their books. In fact, when they introduced Mahesh on the air, they called him the “ghostwriting guru” – a description that will be quoted on his web site and promotional literature for years to come.

3) Offer ideas for visuals.

Remember, TV is a visual medium. Producers usually want to show the audience something rather than just telling them something. With Mahesh, they knew they could use “B-roll” of the candidates campaigning – file footage they had and could run a couple times during the segment featuring Mahesh.

4) Write a tailored one-page pitch that sells the show idea.

You’ll increase your odds of getting booked tremendously by giving producers a compelling one-page pitch letter that immediately sells them on your show idea. Think of it as a sales letter going to the media where you’re selling yourself. But unlike most sales letters, be sure to keep your pitch letter short. Media folks are very busy and don’t have a lot of time to read, so make your proposal in one-page and then send it to producers. (For an example, go to www.getmajorpress.com/pitch55.)

5) When possible, meet media face-to-face.

Producers are busier than ever. The best way to stand out from all their cluttle of faxes, phone calls and emails is to meet them in person if they come to one of your industry trade shows. Or attend an event like my National Publicity Summit in New York City which is where Mahesh met the Fox producer who booked him.

Watching The Clock

By: Dan Kennedy on: June 9th, 2009 12 Comments

The ‘secret’ reason long copy usually out-sells brief copy, and lengthy sales letters out-sell short ones is simply time. The longer the prospect stays in my store…

The more time he invests in my proposition, the more likely he is to buy.

The best catalogs are designed to keep the person paging through them for the longest possible amount of time. The best stores keep customers in them for the longest period of time possible – which the FAO Schwartz store in Vegas has tackled many different ways; three floors, slow escalators with brilliantly conceived signage that sells, the opportunity to buy 30-minute use cards to play all the games on the 3rd floor, the environment itself, a maze of specialty stores within the stores, salespeople who engage you (not clerks), even a soda fountain and sandwich/snack counter, so you need not leave for food. The best sales letters keep the reader reading for as long as possible. It’s why we use multi-media: letter, CD or DVD — it expands the amount of time the prospect invests with us. The best web sites are designed to involve the visitor and keep him there.

I’m amused when clients fall into the grip of competent technicians who are marketing nincompoops. The fools tell the clients that their sales videos should be no more than seven minutes long, audio CDs ten minutes at most. In one of my business fields, professional speakers are even fed this nonsense: keep your demo reel short. All the opposite of the ideal:

find ways to create so much interest

the person will stay with you, keep listening,

keep watching, keep reading.

The more time invested, more likely to buy.

In good old fashioned nose to nose, toes to toes, mug to mug selling, first in peoples’ living rooms, then B2B, in offices, I quickly learned what many such sales warriors know: likelihood of closing goes up in 15-20 minute increments. If I’m there for 2 hours, I’m not twice as likely to close as if there for only 1 hour, I’m three to four times more likely to close. That’s why the in-home guy selling pots

n pans or encyclopedias, etc. unpacks and has stuff strewn all over the place; it expands the time he’s there.

Of course, you can overstay welcome, unsell the made sale. In each selling situation — on stage, face to face, in a tele-seminar, in print, online, etc. — there is a specific “sweet spot” where sales peak; stop short or go long, suffer. For my basic

Magnetic Marketing’ speech, it was 90 minutes. I could get good results in as little as 70, up to 120. Less than 70 or more than 120, the sales drop off dramatically. But for the most part, most people stop way, way short of the point where maximum sales occur.

There is link between time invested and likelihood of buying.

The highest earning auto salesman I’ve ever known always took prospects to his office first, for conversation; then out to look at cars; then to test drive; then back to the office. Why not right out to look at cars? 15 more minutes. That’s why.

But what about…

Today’s shorter attention spans.

Age differences – younger buyers, shorter attention spans

My customer’s different… ..he’s very busy, won’t read a book…

Blah, blah, blah.

Look, all these things are real. Yes, today, everybody’s busier, there are fewer readers and fewer people reading as a matter of course, younger buyers do have shorter attention spans. But the correct answer is not to sacrifice what’s effective, not to merely surrender. The answer is to be more interesting and compelling.

A few years ago, ABC-TV was in the dumper. Fourth of the four networks, no hits. And series TV had given way to modular TV. Shows like CSI, CSI Miami, CSI New York, CSI Poughkeepsie, LAW & ORDER, LAW & ORDER SVU, LAW & ORDER CI, LAW & ORDER PMS, etc. are all designed so you do NOT need to follow them week after week. The story line begins and ends in each show. Each episode is self-contained and free-standing. And because of their success (as well as, admittedly, higher syndication longevity and value), the prevailing viewpoint in network television was that episodic, serial shows were dead. ABC, desperate for a breakthrough, went contrarian – and hits have emerged that are, in fact, serial: Desperate Housewives and Boston Legal, Sunday night winners.

My point is simply this: it’s less about modular or serial, as it is about interesting and compelling. And purely in terms of sales effectiveness, who’s evidencing greater power? — the writers, actors, etc. behind a show so fascinating viewers calendar it and make a point of being home to watch each episode, or those whose viewers feel comfortable with missing an episode?

Sometimes we are legitimately constrained by weight for a direct-mail piece, or space in print advertising, the 28 minute limit for the infomercial. But more often, marketers unnecessarily imprison themselves, with self-imposed time limits far short of their real time limits for their sales presentation and the prospect’s buying experience.

Sometimes we are legitimately constrained by very practical operational considerations. In my old seminar business, selling to chiropractors, dentists, podiatrists, optometrists and veterinarians, we found the 3 hour evening seminar far easier to get attendance for than the full day, and it allowed the speaker to travel each A.M., work every P.M., thus fitting five seminars and five cities into five days (vs. three in five if full days). So, essentially, operational considerations exerted control over sales considerations. But more often, operations controls sales when it shouldn’t. The first, best way of thinking is to determine what situation will optimize sales, then try and figure out how to create that situation. More often, marketers decide on the situation that suits them or their employees or fits some industry norm, then try to create sales within its parameters.

A mistake made at Caesars Palace: they built a gigantic, new 4,000 seat showroom for Celine Dion. Next to it, is a giant Celine Dion store of souvenirs, music, clothing, etc. But the people exit the showroom down steps next to the store. They should be forced to exit through the store. (Disney rides, like Tower Of Terror at Disney/MGM exit through the souvenir store.) This is minutes in a store, and minutes translate to money.

You have to look carefully at how you manage your prospects’ or customers’ time. There is a three way linkage:

Interest+Involvement+Time

Classic involvement devices in direct-mail include the “affix these stamps to the card” Publishers Clearinghouse kind of mailing pieces. Opening sealed envelopes. Taking quizzes and tests. Even a trick used by Sugarman (and others): find the misspelled words, get the right count, win a prize. Some of these classics can move online or into other environments; some can’t. In retail, such things as trying on clothes or test driving a car. Maytag is testing stores where you bring in laundry and do it there, or cook in the in-store kitchen. The retail chain (also with a store in the Forum Shops) that gets this done through demonstration is Houdini’s Magic Shop. On my team, EVERYBODY made a purchase there – and they held us for about 30 minutes. Including the red room/blue room gambit: buy now, we’ll take you behind the curtain, in the back room and teach you to do the trick.

In-home party plan selling is making a huge comeback. Here’s why I’ve always liked it: every single person who takes the time to go to an in-home party, goes intending to buy something and does buy something; coming home empty-handed would seem like a waste of time! But instead of a quick walk-through of a store, the person is kept for two hours. Most buy multiples, spend more than they intended – because of the two hours. And the involvement: interaction with the salesperson and other customers, demonstration, looking through catalogs together – involvement. For the party plan business, INVOLVEMENT + TIME equals sales.

So, things to think about -

How can you get your prospect more invested in getting ready to buy from you and in selling himself, so the sale is more automatic, the customer will buy more, will pay more?

How can you get your prospect to invest more time reading, listening, watching, visiting?

How can you actively involve your prospect?

How can you create a buying experience?