Posts Tagged ‘small business success’


Dwindling customers? How to make more money FAST

By: Dan Kennedy on: March 28th, 2013 12 Comments

A recent article about one of the world’s largest ferry boat systems says they are swiping money from one program to keep another program afloat.

Why are they forced to do this?

Increased  costs coupled with a dwindling customer base.

A cry all too familiar to many businesses these days.

Swiping money from Peter to pay Paul may keep them afloat – but only temporarily.  It’s a stop-gap method that eventually catches up to every business.

Did your business lose customers last year?

If “yes,” my guess is you can’t say for sure how many you lost, who you lost, why you lost them or where they went.

But one thing is for certain…

If you do nothing different, I can send you this same message next year too.

In stormy economic seas, investors turn more attention to preservation of capital vs. growth or yield.

The next four years provide tremendous opportunity, but also are filled with tremendous risk.

Business owners must give more attention to preservation of their business’ equity—which actually lies almost entirely in their relationship with their customers, and, of course, their personal capital: their time and energy.

Regrettably, many do not pay nearly enough attention to these things until forced to by adverse circumstances.

Most businesses get this wrong. They think it is easier to just keep trying to attract new customers. Aside from the fact that there is a finite pool of new customers, in truth, a great way to make more money is to stop losing customers.

This will require accurately determining what a customer is worth and what the cost of replacing a customer really is…so you can decide how much you are willing to invest to NOT lose a customer.

Next taking that investment and deciding how to apportion it, between programs for customer retention and winning back customers. Then designing, re-designing, beefing up and actually implementing both programs. Then testing, evaluating, improving, again and again.

In my own work and you’ll find in GKIC’s strategy, that a lot of time, money and work is spent in doing exactly this, even though we already have low loss/high retention and sophisticated multi-step, multi-faceted “stick” programs for new customers, and “keep” programs for continuing customers, and “rescue and recovery” for lost customers.

Do you?

But we continue and will continue to add to, experiment with, refine and hopefully improve all three.

Will you?

Often we will implement twenty or more different adjustments in a ninety day period. Some minor, some simple, some painfully complex.

How many are you testing in your three programs by June 30?

Every year, I’m somebody’s lost customer. Many don’t even realize I’m lost. I guess they think “gee, he hasn’t been in, in a while,” or perhaps they don’t even know I’m gone. Every year, national companies and local shops lose me as a customer. I can’t recall even one, ever, doing anything proactive and significant about their loss.

That is just one very practical suggestion for making a lot more money fast. Here’s another: upgrade customers before you lose them. You’ll then lose less automatically. This idea alone is worth giving a lot of thought.

You ought to HATE and I mean HATE—losing customers.

The athletes and teams who win a lot hate losing, even more than they like winning. To win races, you’ve got to hate losing. Winning is not sufficient motivation. You NEED to understand the true economics of losing customers.

You NEED to get yourself highly motivated and passionately committed to invest aggressively in not losing customers.

No business exists solely on its owners’ ability to get customers. Successful businesses sustain themselves only keep 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.

How To Get Rich, Especially If You Hate Selling

By: Dave Dee on: February 28th, 2013 4 Comments

“I hate selling.”

I’ve heard that hundreds of times from entrepreneurs. The problem is the success of your business depends on sales. You need to be good at pitching your products or services. If not, you’ll not only lose revenue, but you could lose your business.

There is a lot of advice out there about what to do if you don’t like selling…

Like “change your attitude about selling” or “get over it.”

That’s NOT what you’ll hear from me today.

Today I want to give you a different way to sell that makes it possible to make more in one hour than many professionals make in a whole year.

You won’t have to worry about being shy or feeling awkward because it doesn’t involve public speaking.

It doesn’t involve live coaching or consulting either.

In fact, of all selling methods this type of selling has the lowest amount of personal interaction with buyers. In many cases, you’ll have no interaction with buyers at all.

You won’t even have to face rejection.

What’s more, you can do it without even leaving your home. Plus you can leverage what you already know and use the things you are most passionate about to make it easier and more enjoyable.

The best part?

You can do work once and get paid forever.

Sound too good to be true? It’s not.

I’m talking about copywriting. Putting words on paper that encourage people to send you money.

Now obviously you’ve heard the term “copywriting” before. But here is something you may not know about it…

It’s the highest paid skill in the world. And it gives you tremendous leverage. Because once you get the right words on the paper, all you have to do is use the right media to deliver the message to the right person.  And then you simply “rinse and repeat.”

Let me tell you a story about a man named Gary. Gary was an encyclopedia salesman who wanted to get into information publishing. He was a very good salesman, but he hated the long days, and hated the rejection.

He made a lot of money, but he hated seeing people face to face. Hated it.

The reason Gary wanted to get into information publishing was so that he never had to do face-to-face selling and telephone prospecting again.

The idea of sending out a letter in the mail, and having money come back without ever seeing his customers or even talking to them on the phone appealed greatly to Gary.

Plus he could have a printer print up all his letters and the post office deliver them so that he would never have to do any “leg work.” Write the letter, have others send it out. Gary is, of his own admission, a somewhat lazy fellow, so you can see why the information business appealed to him.

So, Gary used what he had learned while he was selling encyclopedias to write a letter. He took all the elements of his sales presentation, and put it in print. So now, instead of giving a sales presentation one on one, he could deliver it to millions of people at the same time.

What was the bottom line? Simply this: Gary was soon able to mail so many letters, that he brought in over 20,000 checks per DAY!

What was Gary selling? It doesn’t matter! See, the magic was not in the product – it was in the letter!

People were sending Gary money because of the words contained in the letter. And, the neat part was, Gary only had to write the letter one time – once it worked all he had to do was mail it again and again.

That’s the power of good copywriting and a great way to sell.

In fact, whenever top marketers want to make more money, they just write, or hire someone else to write, a killer sales letter. Once they put it in the mail, the money starts to roll in.

Copywriting truly is the best way to go for the person who doesn’t like to sell. The truth is though that it takes a lot of work, study and trial and error to learn how to do it. However, if you don’t like to sell and don’t want to spend time mastering copywriting, then you do have another option.

You can hire a copywriter to write sales letters for you.

Even with paying a professional copywriter’s fees, it’ll be well worth it. You won’t have to sell your products or services yourself and if you hire a good copywriter, you only have to pay them to write the letter once, then you can use it to sell your products or services and collect checks from it forever (or at least a very long time.)

NOTE: If you’re interested in hiring a copywriter, be sure to read our 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!”

This report reveals critical information average copywriters don’t want you to know. However, the good ones won’t mind a bit. Plus, you’ll be better off, and make more money. Beware though, you’ll probably have to pay more to get a good copywriter. Worth it though when you consider that bad copy wastes precious dollars and costs you sales.

So the question to ask yourself now is would you rather save a few minutes by not looking at this report? Or would you like to set yourself up to make millions?  Remember there is no charge for this.

Click here to get your FREE report!

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ONE MORE THING: 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.