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The Kaizen Marketing System! An Incredible Formula That Doubles Your Profits in 180 Days Or Less!

http://www.kaizenmarketingsystem.com http://www.kaizenmarketingsystem.com 1

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Copyright 2003 Alexi Neocleous All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by information storage and retrieval system, without permission in writing from the publisher. Requests for permission or further information should be addressed to Cashflow Marketing, 3 Namoi Place, Sylvania Waters NSW 2224 Published by Cashflow Marketing Sylvania Waters, NSW 2224 61 2 9522 5026 http://www.kaizenmarketingsystem.com Printed and bound in Australia LEGAL NOTICES While all attempts have been made to verify information provided in this publication, neither the author nor the publisher assumes any responsibility for errors, omissions or contrary interpretation of the subject matter herein. The purchaser or reader of this publication assumes responsibility for the use of these materials and information. If advice concerning legal or related matters is needed, the services of a qualified professional should be sought. This program is not intended for use as a source of legal or accounting advice. You should be aware of any laws that govern business transactions or other business practices in your state. Any reference to any persons or business, whether living or deceased, existing or defunct, is purely coincidental.



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This work is dedicated to my very special Old English Sheepdog, Oscah. We’ve been together for a little over four years and I count my blessings every day. I’d also like to thank my beautiful Lisa, who is always by my side to support me… and… listen to every wacky idea I may have! Over the years many, many teacher have influenced my thinking, both directly and indirectly, who I owe a debt of gratitude to. They are Dr Michael Hewitt-Gleeson, Gary Halbert, Dan Kennedy, John Caples, Mal Emery, Brian Keith Voiles, Dr Edward de Dono, Marlon Sanders, Jay Conrad Levinson, Dr Win Wenger, Warren Buffett, to name but a few. A special thank you needs to go to Jay Abraham. He has influenced my understanding of marketing, direct response advertising and business growth more than any other person in the world. If it wasn’t for his unwavering commitment to his clients… and his love of sharing his wisdom, The Kaizen Marketing System! would not exist. And I’d also like to single out one final person who has been instrumental in my development. His name is Brett McFall. Brett is one of Australia’s leading copywriters and one of the most ethical men I’ve ever met in my life. Thanks for everything mate. Kindest regards,

Alexi Neocleous



AAbboouutt TThhee AAuutthhoorr Alexi Neocleous has always been an entrepreneur at heart. He started his first business at the tender of age of 22 when he created, manufactured and marketed his very own accelerated learning home study course. Targeted to students and busy executives, a huge market in anybody’s language… yet…

He Failed!

Alexi didn’t know how to market. This experience taught him Sales and Marketing is the lifeblood of every business… so… he embarked upon a journey of devouring every good marketing and copywriting book, seminar and program he could get his hands on. After 7 years of ongoing experimentation… many pitfalls… and some successes ☺, he is now a much sought after copywriter and marketing expert. His mission is to educate business owners around the world about his turnkey program, The Kaizen Marketing System! An Incredible Formula That Doubles Your Profits In 180 Days Or Less! He believes the biggest challenge for people is crossing the bridge from theory… to implementation. When away from the office he enjoys weightlifting, jogging, meditating, reading and eating sushi.



$$$555000000 SSSpppeeeccciiiaaalll BBBooonnnuuusss!!! Here is the last minute bonus I promised you. You’re going to absolutely love this. It’s a collection of the 101 best copy intensive ads from the 1950s and 1960s. Michael Senoff sells this hot new product for $297 US on his website… but you’ll get it for FREE! He’s placed a hidden link… exclusively for readers of The Kaizen Marketing System! Here’s how Michael explains to use it: 1) Find an ad you like and can use for your product. 2) Highlight and Copy the ad into your clipboard 3) Paste the text into a word document. 4) Rewrite the ad replacing words with your product's description in mind. 5) Test and use your new ad for your product. What could be easier? These classic ads were partially responsible for building multi million dollar name brands you have in your kitchen today. These ads are responsible for the car you drive, the insurance you buy, your bathroom habits and even what newspaper you read. These are words that sold you on the way you live your life and what you eat for breakfast, lunch and dinner. This is fascinating stuff. I promise you will not be disappointed. Wait until you see these ads from the Wall Street Journal, Union Carbide, Western Electric, Realemon Brand, Metropolitan Life Insurance Company, Motorola, Kellogg's Rice Krispies, Simmons Company, The Sugar Information Inc, Campbell's, Py-O-My Foods, D-Zerta & Jell-O Brands, McCall's, Goodyear Tire & Rubber Company, American Express Travelers Cheques, New York Stock Exchange, Quaker Oats, Green Giant Company, Postum By General Foods Corp, Adolph's Meat Tenderizer, Ovaltine, Beltone Hearing Aid Company, Reynolds Wrap, Ivory Soap, Breck Shampoo, New York Life, Mum deodorant, Listerine mouth wash, and more. Only ads that met these five specific criteria were selected for this Volume one collection: 1) The ad must have a powerful headline. 2) The ad must be compelling and copy rich



3) The ad must read like an editorial ad. 4) The ad must be a classic product either well known in the past or still in use today 5) The ad must be pure salesmanship in print. That is what you will get when you own this collection. Think of the leverage you get. Each one of your ads has been tested, refined, and sold millions of dollars of products. The appeals to human nature are still the same. You get to steal these appeals and mold them for your product of service. This can easily be done with some confidence and practice. Now is your chance, It will not get any easier than this to write your own advertising copy. www.hardtofindseminars.com/AlexiVisitors.htm to download your copy now!



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Generally regarded as the bible of Internet marketing. Written by Ken Evoy this masterpiece belongs on the desktop of every serious Internet marketer. For less than $30 US (at time of printing) you receive over 1500 pages of info! You can’t go wrong with this sort of value for money. Check it out and you’ll also get a free trial download. www.freetrial.sitesell.com/cashflowmarketing1.html

This is the absolute best software package for anybody wanting to get a website up and running… in the shortest possible time… and… without spending a bundle. It’s got virtually everything you’ll need to build your website, market it and make it a success. If you don’t pay attention to anything else in this program. www.buildit.sitesell.com/cashflowmarketing1.html



TTTaaabbbllleee OOOfff CCCooonnnttteeennntttsss……… The Promise…………………………………………………………………………..…10 This is the most important information you’ll read about how to systematically grow your profits…………………………………………………………………………..….11

Stop! Important information about testing and systems design……………………..16 Your complete 180 Day Kaizen Marketing System schedule………………………..28 GOLDEN VEIL #1: INTERNAL MARKETING How to add an extra $10,000 per year to your business… and… learn all about a secret strategy that’ll shock your competition!………………….…………………....30 How to instantly increase your net profits by 10-15% without any financial risk or work!…………………………………………………………………………………….37 How to collect your customer’s names, use them to make more money… and turn them into a saleable asset!……………………………………………………………...40 How to go wring thousands of dollars out of people you’d long ago written off as never buying again!………………………………………………………………….....44 How to get your customers to increase their orders by 30%………………………...50 Why the secret to never ending customer loyalty has nothing to do with the product or service you sell!…………………………………………………………………...….59 How to “pinpoint” with laser perfection the prospects guaranteed to spend up to 870% more than anybody else!…………………...………………………………...….63 The amazing secret that literally forces new customers to purchase from you again… and tell their friends!…………………………………………………….……69 How to use the power of “collective intelligence” to accelerate your profits at a massive rate!…………………………………………………………………………….75 How to mine the fortune that lies hidden in your customer/client/patient files!…....81 GOLDEN VEIL #2: Create A Sales Message That Forces Customers To Give You Their Money!



How to save years of time and multiply your profits quickly and easily!…………...96 How to charge higher prices… flood your business with all the new customers you’ll ever need… and… have them return more often than ever before!………....…….101 How to make your prospects and clients believe every word you say!…………….123 GOLDEN VEIL #3: EXTERNAL MARKETING: The Secrets Of Attracting New Customers To Your Business! How to make powerful special offers that legally steals your competition’s customers!……………………………………………………………………………...129 How to generate non-stop leads at zero marketing cost…………………………….142 The best ways to get tons of referrals and how to systematically keep generating even more!……………………………………..……………………………………….160 How to get free publicity through radio, newspaper and T.V!……………………..171 How to use the #1 overlooked direct mail secret to increase your sales and profits!………………………………………………………………………………….182 The secret to making your website a hungry lead generating and sales machine!..........................................................................................................................190 GOLDEN VEIL #4: CASH OUT! How to sell your business… at your price… and cause a stampede of prospective buyers literally begging for your time!………………………………………………204 Conclusion - what next?………………………………………………………………214



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hat would it take to double your profits in 180 days or less? What if I provided you with a step-by-step turnkey system that requires you to

make only small incremental improvements in multiple areas of your business… the combined effect being a doubling of your profits? What if I show precisely what you need to do to make this a reality? And what if I promise to be your ‘success coach’ every step of the way? Helping you break through any personal barriers you may have… helping you stay on track and being there for you when you need any additional help and assistance. You’re about to learn some of the most powerful secrets in the world of marketing... secrets 99% of business owners aren’t even aware of (especially your competition!). Imagine being provided with the solution to your most frustrating (and stressful) business problem. Imagine what it would feel like to double your profits in 180 days… or less! How would you feel waking up each and every morning and your most critical financial problems have miraculously disappeared? How would that affect your personal life… and the life of those you care for most? If you have children, how would it feel to be home every afternoon when they finish school and have the freedom to spend more time with them on weekends? What if you could have more ‘quality time’ with your husband or wife? For many business owners this is a dream. It’s a matter of, ‘ONLY IF’. But it doesn’t have to be for you. Not now that you’re listening to this program, and you have a choice to do something about it. To help you cross what’s called “The Impossible Barrier”… from theory to implementation… I’m going to provide you with detailed worksheets at the end of each chapter. These worksheets will spell out the steps you need to take to implement an idea. When you’ve completed a step, you’ll simply check it off the list and move on. Use this simple formula, make it work for you, and I promise you’ll be amazed at the results.

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hat is marketing? The best definition I know is…

Marketing Is The Focus On Your Clients Needs, Wants, Fears and

Frustrations, Over Your Product Or Service… And Profit Is The By-Product! It can be the biggest profit generator in your business. For example, you place an advertisement and it brings in $15,000 in sales. By altering the headline however, you realize sales of $45,000… all at no extra cost! With the same time, effort and money (you haven’t increased its size) you make an additional 300%. Where else can you get returns like this? Congratulations on purchasing this program. You hold in your hands one of the most valuable resources you’re ever likely to see in your life. I know, I know… you’ve probably heard this before. All I ask is you first learn the system… think about the ideas I share with you… and then, apply them in your business.

Why Did I Design This System? I initially designed this program as a resource for myself. But as it started to evolve, I realized many, many business owners would benefit from it as well. You see I’m an analytical thinker… very much left brained. This means I function best with flowcharts and step-by-step systems. The right brain is the faculty for creative thought (though scientists are now realizing the line between left and right brain thinking is not quite so clear).

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So in order to serve my clients in the best way I can, I needed a resource that’ll allow me to originate fresh ideas and strategies, quickly. To be able to view challenging situations and think of ways to solve these problems quickly, easily and effectively. More importantly however, I needed a system of implementation. There’s no use knowing ideas but lacking the requisite skill to apply them… on an ongoing basis. The result is what you are holding in your hands. I believe I’ve made a very worthwhile contribution to the world of marketing. In my experience, the biggest challenge I see most business owners have, is they do not know how to cross from theory to…

Implementation! How often have you attended a seminar… or read a wonderful business book, made the pledge that you’ll apply the ideas in your business… and done nothing? If you’re like most, the answer is often. Why is this? A large part I believe is the fault of our education system, with its strong focus on knowledge acquisition… as opposed to practical ‘how to’ strategies. You see we’ve all been so conditioned from a very young age that knowledge is power. We’ve failed to realize it is utterly useless without its very significant counterpart…

Application! Knowledge gained without application is useless. This not only applies in the world of business, but in every other area of your life. Often when you attend a seminar or read a book you’re taught WHAT to do… but not HOW to do it. You go back to your business motivated to take action… and then… you do nothing. You realize a new idea or strategy first needs to be tested. But do you know how to test scientifically, so the results aren’t abnormally skewed? Or, let’s say the results are in… and the idea is a winner… how do you get your team behind you? How do you create procedures and systems to ensure the idea is implemented on a permanent and ongoing basis? Or, you return from a seminar and applied an idea in your business. Good on you. Let me ask: how long did you sustain the improvements? Did you implement it successfully so it’s now an ongoing part of your business? Probably not. Why?



For most businesses they lack a system of IMPLEMENTATION that ensure the change will last… plus… the ongoing training and performance indicators and motivations to make this change permanent! I’m very lucky because over the years I’ve been exposed to the greatest marketing geniuses and business experts the world has ever known. I’ve taken all of the best parts of what they’ve taught… combined that with my own experience, and presented it to you here in a step-by-step formula.

Powerful Strategies Any Business Can Profit From! The Kaizen Marketing System! An Incredible Formula That Doubles Your Profits In 180 Days Or Less is composed of what I call the 4 Golden Veils. Why are they called Veils? This is because I believe every business has 4 main profit areas which… when pulled back to be revealed and explored… have the potential to return an immediate profit windfall of anywhere between $5000 to $2 million. And this includes YOUR business!!! In fact, virtually every business, no matter how profitable and successful has this potential and then some. The secret to achieving massive cash windfalls… quickly and safely… is to know WHERE these profit areas… or Veils are hidden… and HOW to pull these Veils back for optimal results. Most businesses don’t even know these Veils exist, or where they’re hidden. How can I make the claim you’ll double your profits in 180 days or less? Within each veil, there are multiple techniques or strategies you’ll utilize to expand your profits at a massive rate. The secret is all about incremental increases in multiple areas of your business. In The Kaizen Marketing System I outline 17 ways to grow your profits. These 17 methods are individually categorized within the first 3 Golden Veils only. Veil #4 is all about selling your business and cashing out for a bundle. As such, it’s not classified as a growth strategy, per se… and… is therefore not factored into the incremental formula. To double your profits in 180 days or less, each of the 17 business building strategies needs to increase revenue by a mere 5.9%.



Do this and you’ve increased your profits by 100%.

• For every $100,000 profit, you add an additional $100,000 • Over 5 years this equates to $500,000 extra profit

And if you sell your business for 5 times earnings this adds another $500,000 to the sale price! That’s an additional one million dollars in your pocket profit! It’s all about incremental change. That’s why it’s called The Kaizen Marketing System. You see, Kaizen in Japanese means constant and never ending incremental improvement. That’s what you’ll be doing with your business. If you have a systemized method for increasing each proven strategy by 5.9%… and continuously work on improving them, 5.9% from each strategy doesn’t seem like a difficult a task, does it? You’ll be using the worksheets at the end of each chapter to ensure each idea is implemented in your business. Pat Riley, in 1986 with the Los Angeles Lakers applied this process to perfection. In order to win another N.B.A. championship, he asked his players to improve each of the 5 critical skill areas by 1%, over their personal best. He convinced his players increasing their game by a mere 1% would make a major difference in their season. This may not seem like much, but 12 players each improving by 1% in 5 areas, results in a…

Combined Improvement Of 60% Each player believed they could do it. The result? Most increased by 5%, and many by 50%. According to Pat Riley, 1987 was their easiest season ever. You will be applying the precise same methodology in your business.

Here Are The 4 Golden Veils

• Golden Veil # 1: Internal Marketing – this is all about how to ethically harvest more profits from your existing operations, markets and customers! Let’s face facts: there is no use going to the extraordinary expense, time and effort of attracting NEW clients to your business if you cannot keep them. In health, this is where you eliminate all toxicity from your body with a thorough cleansing. In war this is where you take heed of your current assets… your infantry, equipment and current tactical position.



• Golden Veil #2: Design A Sales Message – this is about how to literally force

people to flock to your business, buy what you’re selling and even pay higher prices at the same time! This is all about strengthening the organs… rebuilding damaged tissue. In war, this is all about formulating tactics and strategies in order to cause the greatest possible impact with least possible effort, time, expense and above all, risk.

• Golden Veil #3: External Marketing – here you’ll learn the secrets to attracting

new customers to your business! This is where you pack on dense muscle to your body. Where your legs firm, tone and take shape. In war, this is also about unleashing a full-scale attack on the enemy. Hitting them hard where they least expect it.

• Golden Veil #4: Cash out for a bundle – here you’ll learn what it takes to sell

your business… at your price… and make a huge cash windfall in the process. I’ll even give you two proven advertisements that have caused a flood of hot and eager prospective buyers. This chapter alone is worth ten times the price of this program.

The system has been designed so that you first form a rock-solid foundation… and then build upon that foundation in a steady, methodical manner.



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efore I guide you through The Kaizen Marketing System, I must talk about the two all-important topics of systems and testing. I know you’re busting to get to the meat of this program… so I’ll be as pithy as possible.

Michael Gerber, author of the E-Myth is the man who popularized the statement…

“Work On Your Business… Not In It!” What he’s saying is most business owners are nothing more than glorified workers… employees… slaving away in their own businesses. In reality, they have nothing more than a job e.g. the café owner who makes the coffee. The electrician who makes service calls. The carpet cleaner that cleans carpets. These people are called “technicians.” They’re great at what they do, but have no idea how to grow profits. They start their own business so ‘they can be their own boss’… or… ‘for the freedom.’ The reality of the situation is they have less freedom than before (as a formalized employee) because now, they have the increased responsibility of owning their business. They complain, ‘they’re the only one who cares’…and… ‘I have to do everything myself’. Let me be clear, you may well have to be everything from the bookkeeper… to the receptionist in the initial stages of setting up a business. But why should your responsibilities continue in that way? You didn’t get into business just to be a glorified employee, did you? Your goal should be to free yourself of the daily operations so your only duty is…

Sales and Marketing! The most profitable activities you can do in your business are write advertisements and sales letters. Make sales presentations… setup joint ventures. There’s no other activity that makes more money than sales and marketing. It’s not working the presses if you’re a dry cleaner… and it’s not answering the phones at the reception desk. Understand you’re not in the business you think you’re in. You’re not really an optometrist… a restaurant owner… a plumber… a chiropractor… or a builder.

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You’re in the business of MARKETING optometry services and products. You’re in the business of MARKETING the food you sell as a restaurant owner. You’re in the business of MARKETING plumbing services… and so on. You MARKET your product or service…

You Own A Marketing Company! Stop and reflect on this for a moment. It’s a very significant distinction. Whoever markets their products or services better… and… creates more effective systems to make the business operate smoothly, is the victor. Your job at the top of the corporate hierarchy is to maintain and monitor these systems, to ensure their efficiency… and… to continually create new ideas. Even in a truly dynamic organization, the creative process flows throughout the organization… and is not merely centralized around the ‘owner’… director, chairman or CEO. So how do you get you and your business to the point where you can focus entirely on the marketing… and free yourself from the day-to-day obligations of running your business? In one word… systems. What is a system? It’s a set of procedures or steps that result in a predictable outcome each time. They can be followed by virtually anybody to achieve the same, consistent result. Irrespective if it’s the person at the top (you)… or… right down to the janitor. The system gives you freedom. Why are systems important? Because they give your customers the same consistent product or service quality. As a customer, there is nothing more frustrating than going to a restaurant (for example) and the food tastes different each time.

Customers Want Consistency! The most consistent business in the world is McDonald’s. How do they maintain their consistency? With systems. Systems free you from the day-to-day operations of your business. Why do a job yourself when you can pay somebody else to do it for you… and… you can focus all your time and effort on…



Growing The Business And Refining Your Systems! Don’t ever do a job yourself when you can pay somebody less to do it for you (and in many cases better). You may think you’re saving money by doing it yourself, but believe me; it’s only a false illusion. You’re not factoring the loss of potential income you would have made by marketing. Remember, marketing is the single most profitable activity you can partake in your business. The systems free you to focus your time and effort on marketing. Here’s a system: You own a fitness center. On a regular basis, maintenance work is conducted - machinery breaks down… benches need repairing. You have a foolproof system. If a team member notices equipment in need of repair, he or she immediately makes a note of it on a special clipboard. So the manager isn’t notified… and… you’re not disturbed as the owner. But this isn’t just any clipboard. It has one purpose - to record maintenance work… and… it sits in the same drawer all the time. It’s not meant for squiggling… and it doesn’t store ANY other information. At the same time every month or fortnight (it’s scheduled on the calendar) the repairman comes in, heads straight to the drawer where the clipboard is… and…

Performs His Duty… Automatically! When he’s finished, he crosses off his list… puts the clipboard back in the drawer and the manager checks it at the end of the day (also scheduled in the calendar). And the system starts all over again. Can you see how simple it is? Here’s another quick example. To operate a successful bar or restaurant a number of key items need to be completed before doors can open. Tables need to be setup… glasses cleaned and prepared… the money counted and so on. To systemize this, each section or department of the restaurant or bar needs an opening procedure checklist. On this checklist is a ‘to do’ list of what’s required… and on the right hand side is a column for initialization. When a team member has successfully completed an item on the list, he or she initializes their name next to that item, as completed. Why is that?



For quality control. When the entire opening procedure process is complete, the checklist is placed in a folder (the same folder all the time). If the manager wishes to perform a spot check… or… notices an item is prepared poorly, he or she can head straight to the checklist and determine who is responsible. Dozens of copies of the opening procedure checklist are waiting in this folder for the team at the beginning of the shift. Part of the responsibility of the manager is to ensure there are enough checklists in stock for use. The team starts their shift, and immediately knows to head to the folder and obtain their checklist. This process needs to be applied for ALL areas of your business. Every single department and every single duty. This means you must constantly improve and update your systems as you grow. This is vitally important… and… one of your key responsibilities. Remember, it’s the systems in your business that’ll give you the freedom you want and deserve. Fail to update them and you once again become a technician… working in your business (and not on it). Speaking of which, one of the most important systems you must constantly innovate and refine is…

Obtaining Feedback From Your Customers! This encompasses hearing both the good news… and the bad. In this program I’ll continually hammer into you the importance of listening to your customers. You should especially be on the lookout for criticisms and complaints. Customer complaints are a perfect way to constantly improve your business… and it’s free! Never let a complaint come in without responding to it. If, or when you take action to remedy the complaint, inform your customers of the steps you’ve taken to prevent the problem arising again. Create a system that automatically obtains feedback from your customers. It could be a follow up letter that’s scheduled in your contact management program to send 2 days after the sale. It could be a phone call that’s scheduled to be performed by your customer relations staff. Whatever it is, ensure you systemize customer feedback. It’s critical. To make it work however, all your team members…

Need To Be Trained! Don’t expect your team to automatically know the systems… they must be trained. And you can’t expect other team members to passively teach what’s required.



You need a formalized training SYSTEM. Yes, there’s that word again. You need to create a system for training your team about the systems in your business. Often this is only a simple checklist. Ultimately, you want to get into the position where you have a staff trainer who conducts all the training. In this way, you’re free from even this task. But, before you can train the trainer, you need to have a system in place to train her! Systems are everywhere. To prepare for the inevitable situation when team members forget a system or procedure, create a procedures program. In this way they’re able to consult the program, and not disturb anybody else. All the systems, checklists and procedures in your business are placed in this procedures program. A 3 ring binder holds them in place. Nothing too flashy, and no unnecessary bells or whistles. Or course, if you’re working towards a ‘digital environment’ (as my office is), you’ll have all procedures stored on your server. The procedures program is your safety net. In reality, your team members should be intimately familiar with these systems… after all; they’ll be using them everyday! How do you think McDonald’s is able to run so effectively? It’s because of their systems. Think about it… most parents can’t even get their teenagers to be with them on weekends… McDonald’s have them virtually running the business! Their secret is systems. Use them in your business and free yourself from the day-to-day operations.

Make Use Of Contact Management Software In today’s business environment it’s a complete sin not to use a contact management program. A contact management program allows you to automate all customer correspondences. It eliminates much of the need for paper diaries… and… the possibility of human error. Let’s say you have a system in place that seeks to obtain a customer testimonial one week after a customer has made a purchase. With contact management software you program in this request (this is really easy to do). The software automatically notifies you to contact your customer… be it by mail or phone… and ask for a testimonial at the precise time you need it to. If you’re sending a letter, it also prints it up… along with the envelope. All your staff needs to do is send it in the mail. The program keeps a log of this action in the customer file.



The program I use for offline marketing is called ACT! You can find it at http://www.act.com. It doesn’t do everything I need by any stretch of the imagination… but since I do most of my marketing online, I continue to use it (if you want to pay less than full retail price go to the online auction site http://www.ebay.com). Another program I’ve heard very positive things about can be found at http://www.instantprofits.com Two very experienced direct marketers named Jeff Paul and Jim Fleck designed it. I haven’t used this system personally, but it does come highly recommended. When you get to the chapter on website, you’ll learn about autoresponders. Autoresponders are absolutely amazing in that, not only can you automate all follow up marketing to your customers… but… all correspondence is actually sent automatically. When you use contact management software for offline marketing, a human being still needs to insert the letter in an envelope. A human being still needs to drop that letter in the mail. Not so with online. The exception is if you’re doing huge mailings and machinery can do it automatically. But this is beyond the scope for most small business owners.

Testing

What you’re about to learn may well be the most important principle in this entire program because it can mean the difference between bankruptcy and a multi-million dollar fortune! I’m speaking here about testing. That is, for you to get into the habit and systematic practice of scientifically evaluating alternate headlines, proposals, offers, backend products, guarantees and markets. By testing you’ll make more money, at a faster rate and far less risk. Testing is the secret to become a marketing genius. Testing makes you free to fail!

What Should You Test? There are a number of areas you need to test:

1. The target market 2. The offer



3. The headline 4. The price 5. The advertising medium – direct mail, joint ventures, the internet, classified

advertising, trade shows, industry newsletters, radio etc., 6. Sales scripts 7. Sales letters 8. Guarantees 9. New products and services 10. New strategic alliances 11. New marketing ideas, strategies and methods 12. Referral systems

And so on. As an example, the most important component within an advertisement is the headline. It accounts for up to 80% of its success. If I need a killer headline, I write 50-100 headlines… narrow the list to the most appealing 10, and test each one. I can try and guess which will be the winner… but I’ll never know. The only way to know for sure is to test each headline against one and other and tabulate the results. One of the best ways to test headlines is with classified ads. They’re cheap, fast and effective. The Internet is fast becoming the best way. Another quick and easy way to test is with telemarketing… and… with your sales people. The first words that come out of their mouth acts as the headline. Experiment with 5 or 10 different opening sentences. That’s how you become a marketing genius… with testing. Do I continually test new headlines, even when I’ve found a money maker?

You Bet! I never stop testing… ever. You need to test all the variables above on a regular basis. I know it sounds like a lot of work, and in a way it is. But consider this: Would you like to reduce your marketing exposure to the bare minimum? Would you like to double, triple and even quadruple your profitability? If the answer is yes, you MUST test. Don’t despair. In due course you’ll find a combination of prices… guarantees… offers etc. that makes you a lot of money. You run with this combination in your mainstream advertising efforts, while simultaneously continuing to test, on a small scale newer ideas and innovations.



How To Scientifically Test There are a number of ways to conduct tests scientifically. To test scientifically, you alter ONLY one variable at a time. In other words, you have an advertisement in the local newspaper… or trade publication. You’ve tracked the results and wish to improve upon it. To do so accurately, you only change one part of that advertisement. Be it the headline, the guarantee, the offer or the location of the ad within the publication. You see, all these components affect response. If you alter two or more of these components, at the same time, you will not be able to determine the cause for the change in response. If you’re going to test, only do one thing at a time and…

Keep ALL Other Factors Consistent! If you’re testing a new headline… you must keep the same guarantee, the same offer and the same response mechanism. Also ensure the ad is placed in the precise same location… of the same issue of the publication. If it was placed in the top right hand corner of page 6, on the Tuesday edition of the newspaper… when you conduct your test, the new advertisement must also be placed in the top right hand corner of page 6 in the Tuesday edition. If you alter this you won’t be able to determine if the variation in results was a change in location… or some other factor. There are many ways you can test.

• Can you break up your target market geographically without abnormally skewing results? If so split the area and test various approaches. Restaurants and fitness centers are good examples of businesses that can do this.

Print 5 lots of 1000 flyers… sales letters… or leaflets and distribute them to the market. Each of the 5 bundles has one… and only one… variation between them. The most important factor within an advert is the headline (I’d be testing that to start with). This means each bundle would have a different headline, and…

That Would Be The Only Difference!



Everything else remains consistent. The same offer, phone number and color combination… everything.

• Use classifieds to test different headlines, sub-heads and response mechanisms. This is one of the best ways to test because it’s so cost effective… and… because the majority of the responses take place within two weeks.

• Use email for testing. This is great because it’s virtually free and the response

times are very fast! As in the example above with flyers, you’d randomly select 5 groups of names from your database and send each group an email with one variation on it – a change in the subject headline… the offer… the guarantee. As the responses come in, you tabulate the results. If your database is large enough, you can always choose to test 10 groups of names… 15 or even 20. This way you’ll speed things up.

• Use telemarketing to quickly and cost effectively test headlines, scripts, prices

and offers

• Can you rent the names of the subscribers of your target publication? If so, send 5 different sales letters, postcards or flyers to 5 groups of 1000 prospects.

The most important thing is to alter only one component and the results will be accurate. Testing is a dynamic process. You should always be testing. Businesses are in a constant state of flux – either they’re growing, or shrinking. They never remain the same. Why? Because the world around them is always changing. That is, the factors which effect the demand for the product or service – buyer preferences, legislation, economy, environment etc. Nothing ever remains the same… ever. The businesses that adjust to changes quicker are the most successful. I guess by now, you’re probably thinking…

How Do I Keep Track Of All This? And that’s a great question, with some simple answers. First, you’ll need to have your team get into the habit of asking a question every time a client orders from you, calls your business or walks in your doors. That question is…

How Did You Find Out About Us? You cannot successfully track response without asking this question of everybody. And I mean everybody. People being people, your team will sometimes forget to ask this



question… so you need to create a circumstance so that your clients provide you with this information. How do you do that? Tracking codes. Each advertisement needs to have its own unique tracking code. Have you ever seen an advertisement with the words, “ask for department S239”… or… “Ask for Joanne”. This is a unique tracking code that denotes that advertisement, and only that advertisement. Here’s what the tracking codes mean: The S is the code for that publication. The 2 is the code for that ad, and that ad only. The 3 is the month of the publication The 9 is the day of the month of the publication. Clearly if it is only a monthly publication you can drop this. Other ways to track your responses:

• You can have a coupon at the bottom of your ad or flyer which the client has to bring in or send to get your offer.

• Have the caller ask for a specific person – the person doesn’t have to exist

• You can set up a telephone number for each advertisement.

• Ask the prospect to mention they heard you from XYZ radio station to qualify for

their discount Now that you’ve learnt how to track your ads, you need a 3 ring binder. In this three ring binder you’ll keep a copy of each and every advertisement you run… and each and every idea you’ve had that’s been tested.

Some Final Words On Systems And Testing I’ve kept testing and systems design as a separate component from the actual formula because both of these must take place…

All The Time!



They are not individual steps. In every activity you partake in… irrespective of what it is, you must always ask yourself…

How Can I Create A System For This? How Can I Make It Better?

You make it better by testing… NOT by betting the whole farm. If you or somebody within your organization has an idea, don’t be afraid to test it on a small scale and allow the results speak for themselves. Systems are a core component of your business success. You cannot thrive… or even barely survive without systems. Think about this… what do customers prefer – consistency or inconsistency? They prefer consistency. In fact, in today’s marketplace, they…

Demand Consistency! Have you ever given your money to a business… let’s say a cleaner, and the service was wonderful, in the beginning. And then as time passed, the quality waned? Have you been to restaurants where the food is exquisite… and then… slowly began to deteriorate? Of course, you have. We all have. But how often have you gone to McDonald’s and experienced differences in their food. Not often… and that’s because they’re consistent. McDonald’s have the best systems in the world. You get the same thing every time… and that’s what people want. Don’t make it a crapshoot for your clients. Implement systems and give them the consistency they deserve… and demand. At the same time, you’ll be able to free yourself from the daily grind… and obligation… of working IN your business.



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DAYS 1-3 Calculate lifetime value of your average customers and stop all non-

profitable advertising

4-7 Increase all prices by 10-15%

9-11 Integrate… and develop a system for collecting your customer’s details

12-17 Contact inactive customers and ask them to repurchase

18-32 Develop a methodology to WOW your customers and develop a system for its ongoing delivery

33-44 Integrate… and develop a system of post purchase re-assurance

45-52 Survey your customers and prospects and develop a system for obtaining regular feedback

53-67 Up sell your customers at the point of purchase and develop a system for its ongoing implementation

68-70 Obtain ideas from your team

71-85 Work your customer list

86-87 Systemize your search for success models in and out of your industry

88-102 Develop and integrate a Unique Selling Proposition

103-106 Obtain testimonials and develop a system for their ongoing attainment

107-114 Develop special introductory offers

115-129 Conduct a joint venture

130-144 Obtain referrals and develop a system for their ongoing attainment

145-159 Obtain publicity and develop a system for attaining publicity on an ongoing basis

160-170 Use and integrate multi-step direct mail

171-180 Develop a website

After 180 Optional: Cash out for 5 times earnings



Important Note! You Must Read This!

The purpose of this timeline is not for you to have each action completed within the specified time. It won’t be possible. I haven’t allocated enough time for you to design and implement each of the strategies. You’ll find, as you’re implementing a strategy, the timeline dictates you move on. So what will happen… in practice… is you’ll be making multiple actions at one time. This is why I strongly recommend you seek assistance from a manager, a partner or even a spouse. When the timeline dictates you move on, you leverage the time of an assistant who can handle part… or… all of the details while you move on. So don’t do it all yourself. What is the purpose of the timeline?

To Get You Well On The Road To Implementation! I’ve found getting started… and going… is the hardest part. One of my goals remember, is to help you get from theory to implementation.



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his is a double chapter. I’m going to now talk about your ads and their profitability and the concept of lifetime value.

Let’s get started. The problem most business owners have is they do NOT track their advertisements success… or failure. They keep running ads to keep the ‘profile up’.

The Only Reason To Advertise Is To Make A Profit. There’s No Other Reason. Not Branding… Not Image… Not Ego.

How do you know if an advertisement is costing you money… or… making you money, if you DON’T track its profitability? You can’t! There is one question I want you to burn into your mind… and… into the mind of your team. It will mean the difference between running cash generating advertisements… or… advertisements that drain your business. The question is…

How Did You Find Out About Us? It seems obvious doesn’t it? Yet, I’m often amazed at how some people run their business without asking this question. They pay for expensive advertising without determining the precise results it achieves. Continually funneling money into loss making ads (be it print, direct mail… or… God forbid, television) will send you broke in record time.

Don’t Try To Win Awards Advertising is not an outlet for creative design, humor, entertainment… or… to win awards. It has one purpose and one purpose only – to make money.

T



Forget all the rubbish you see on television about creativity. Creative ads do not generate profits. Creative ads serve to build image. Frustrated artists and writers design them without ANY understanding of buyer behavior. “Image” based advertising, as it’s called, is the type of advertising big companies do. It’s the least efficient… and… the type you must avoid. Small business owners (with limited advertising budgets) should NOT do any sort of image advertising. You simply cannot afford it. You’ve got to make your money last! Big businesses on the other hand, with their multi-million dollar advertising budgets can afford it, I suppose. There’s an old advertising myth. It says for an advertisement to work effectively, it must be run over and over again… even if it does not make a profit. The theory is prospects will begin to trust your company after repeated exposures. Sure this sounds great, but who can afford to run ads that don’t make money? Ironically, this myth is often circulated by the media and advertising agencies (both of which derive a profit from repeated exposures!) In the world of direct response advertising (which is the world I live in) an ad is only continually run if it increases profits.

What Is Lifetime Value? Lifetime value is how much profit a client or customer is worth to you during the life of their patronage. In a nutshell, lifetime value is the average spend, multiplied by the number of repurchases per year, multiplied by the number of years they remain your customer or client. A client is worth far more to you than their initial transaction. Most businesses do not realize this, and are often hell bent on acquiring new clients… as opposed to focusing their time and energy persuading existing clients to return. This is nuts! Fortune Magazine conducted a study and results showed that it is 500% more expensive to win a new client… than it is to have an existing (or previous) client return. In other words, it’s 5 times more affordable to focus your efforts on your ‘in-house’ list… than to spend money on newspaper or magazine advertisements. Let’s say you own a restaurant and an average regular customer spends $35 each time they visit, of which $25 is real profit. Let’s say they return 12 times per year and stay with you for 2 years… on average. This means your regular customer is worth $25 x 12 x 2 = $600 in profit to your business.



Each new customer is therefore worth $600 in profit to you over the next 2 years (and not the nominal $25 on their first transaction). Strictly speaking, you could spend as much as $599 on winning a new customer, and you’d still come ahead by $1. This is how you determine which advertisements are profitable… and which are not. You first calculate the average lifetime value per customer… and then calculate the cost to acquire a new customer. If the cost per new customer is greater than lifetime value, you’ve got a loser. If cost per new customer is less than lifetime value, the ad is a winner. Continue with it. At the risk of being repetitious, I’ll state it another way. I want to make sure I’m clear about this, as it’s a vitally important topic. An advertisement costs $750 to run and you receive 25 new customers. This means the cost of acquiring each new customer is $30 ($750 divided by 25). In the restaurant example above, if you saw each new customer as the value of the first sale - $25 in real profit, you’d think this ad was a loser. However, if you know the lifetime value of a new customer is worth $600 you continue with this ad. It’s a winner! My only question to you now is:

How Often Are You Spending $30 To Make $600? Personally, I’d spend $30 all day to receive $600 in return. The more I do it, the more money I make! Once you’ve worked all this out, you need to keep a record of this $30 and seek to reduce the new customer acquisition cost by testing different ads, headlines, offers and copy. In addition, you must keep in mind the lifetime value of your average customer is NOT fixed. It’s dynamic and always changing. You can make this work for you… by continually offering new and innovative propositions… or… you can let it control you. Remember, good news travels fast. Bad news travels even faster. There’s no rule saying existing customers are yours forever. Often all it takes is one bad experience, without you remedying the situation, and you’ve lost them for life! (As a side note, for the sake of simplicity I’ve purposely excluded the cost of mailing to that client over the lifetime of their patronage. For the lifetime value figures to be truly accurate, you also need to factor into this equation, the cost of keeping your client over this time frame. But since it will detract from the point of my message, it’s been excluded) When you think of marketing as the cost of buying a sale… you can advertise as much as you wish because each advertisement is self-funding!



This is how you can have an unlimited advertising budget… and it’s something your competition will NOT understand. You may deliberately lose money on the first transaction… what’s called the ‘front end’… in order to make all your profits on the ‘back end’. If your competition tries to copy you and loses money, they’ll be shocked. They won’t understand the importance of lifetime value and discontinue the strategy! They won’t be able to figure out how you make your money! If an ad doesn’t pay for itself (once factoring total client value… and not just the first sale), you stop running the ad… or… change the advertisement. In fact…

You NEVER continue WITH an unprofitable ad! Cutting all non-profitable ads in your business can potentially add $10,000 (or more) to your bottom… instantly! However, if an ad is profitable and is making a profit, continue to run it. Derive the profits and reinvest in that advertisement over and over again. Don’t ever get bored with your profit making ads. Don’t stop them simply because you think the market is sick and tired of seeing the same ones. There is one rule of measure as to stopping… or… continuing with an ad…

Is It Profitable? That’s all that matters. Even if the initial purpose of a lead generating ad is to attract leads… and your follow up systems do the job of converting… once factoring the entire lifetime value of your customers, you still need to make a decision as to continue or discontinue the ad (side note: Do you have a few major suppliers? If so, save money on your ads by asking them to foot the bill for part, if not all of your efforts! Why would they do that? Because as you grow your business and profits… they do also) Bottom line: business is nothing more than a numbers game. How good are your numbers? Getting back to the discussion on lifetime value… if a client leaves on their first visit, because he’s had a bad experience… or… disagreement with a member of your staff, how much is it costing in lost revenue? No… it’s not even $600 (which was the original lifetime value of the average restaurant client). It’s actually this figure… plus… the lifetime value of the referrals you would have obtained! On average, happy clients tell 5 people about their positive experience. If we assume 1 person out of those 5 actually becomes a client of the business… total lifetime value of the average client now becomes…



$1200! So imagine that every NEW customer or client that walks in your door has $1200 written across his forehead. Or imagine he’s holding $1200 cash in his pocket, just for you. In the restaurant example above, these figures hold true. Your figures may be even higher. Certainly in my own consulting business they are. 10 satisfied clients are worth $12000. 100 satisfied clients are worth $120,000 1000 satisfied clients are worth $1.2 million! If you follow the steps in The Kaizen Marketing System… especially WOW service and Unique Selling Propositions, the referral rate of satisfied clients will be higher. Why? Because they now become…

Raving Fans! And raving fans tell more people! Alternatively dissatisfied clients tell, on average, 12 people about their bad experience. If we assume 25% of the negative referrals (3) do NOT become clients, this works out to be $1800 in lost income. Add this figure the lifetime value of a happy client and you have a combined loss of…

$2400! What happens when you have 10 dissatisfied clients? You have a total loss of income of $24000! I’ve seen business owners… and employees treat their clients without a care in the world. In fact, almost everyday I see clients, customers and patients mistreated on some level. I can only imagine it’s because the business owner doesn’t realize how much it’s costing him. This method applies in any business – hairdressers, real estate, chiropractic, car sales, computers and plumbers. When you know the lifetime value of your average client, you know how much you can afford to spend to acquire new clients! Here’s another example: hairdressers. To get new more clients, most salons place ads in magazines, print up glossy brochures and offer weak discount specials like 10 or 20% off. Often the results are poorer than poor.



Is there a better way? You bet. Do you know Stefan Ackerie of Stefan’s Hair Salon fame? He owned a chain of hair salons across Australia some years ago. Anyway, Stefan was a smart cookie. He knew the average client spent $25 each visit, of which, $17 was real profit. Client’s returned 10 times a year for 4 years, on average. Total profit: $17 x 10 x 4 = $680. Knowing these figures do you think Stefan ran the same old tired promotions? Not a chance! He gave away FREE style cuts to anybody he could. You see, he also knew 50% of people who received a free style cut became regular clients. So for the initial investment of $8 in labor costs, he was able to make a profit of $680 over the next four years! And if he serviced these clients well, they in turn, told their friends. The cost of a free style cut was minimal. This is a much better option than running adverts that don’t work Was Stefan successful? Did he become a multi-millionaire? Yes! He understood the importance of lifetime value… as you now do. This methodology can be used with any business is some shape or form. The easiest way to win a new client… or persuade a dormant client to return is by lowering the barrier of entry. You do this by offering a discount special… limited free offer… free trial… or… even a free educational report.



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DDDAAAYYYSSS 111 --- 333 Tick when complete:

Calculate the lifetime value of your clients. If you don’t know it, find out! At the very least, make a conservative estimate.

Stop all non-profitable advertisements.

Program your contact management software to automatically prompt you to calculate lifetime value every two months. Remember, lifetime value is dynamic and always changing

A. Current Annual Profit $:

B. Profit From This Idea:

C. New Annual Profit $: (A Plus B)

D. 5 year impact: (5 years times by B)

E. Business Value Increase: (B times 5)

F. Total Profit Increase: (D plus E) G. Did Profit Increase By 5.9%?



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’m not going to spend much time on this idea because it IS self-explanatory. In this step, I want you to increase your prices by a minimum of 10-15%.

Before you stumble onto the floor and think I’m a complete fool, let me explain the rationale. Virtually every business has the ability to increase prices by 10-15%… without losing money. Why? Because your clients do NOT purchase on price alone. They purchase based on value. Sure… price and value are joint at the hip, but they are not the same. Billionaire investor Warren Buffett puts it this way…

Price Is What You Pay. Value Is what You Get I agree (who am I to argue with the most successful investor in history?). When you do increase your prices, you’ll find that only a maximum of 3-5% of your clients will leave you… and that’s at the very top end. Who will these people be? They’ll be…

The Price Shoppers! Believe me, you don’t want the price shoppers in your business. Often they’re the biggest complainers. Most business owners don’t realize how many customers they need to lose before a price rise is detrimental to their business. So Increase your prices by a minimum of 10-15%. If you’re uneasy about raising your prices, here’s what you do. Don’t make a big fuss; don’t tell your clients… simply raise your prices. As you do, offer a free, low cost bonus with your price increase… for a limited time only. If you’re a service business, give a little extra of your time. If you’re in retail, offer a product that has a high perceived value for you client, but of minimal cost to yourself.

I



Examples: Popcorn and soft drinks in cinemas… desserts in restaurants… free reports or audiotapes in consultancy businesses… longer massages for masseuses… and so on. I’m sure you get the idea. Now, as you increase the price, offer this free bonus as a value add… but…

For A Limited Time! Why? To overcome any objection your clients have… and to appease you. Personally, I wouldn’t even offer a free bonus, but I understand you may be different… and that’s fine. When the time is over, take the free bonus away and resume normal business activities. Your clients would have forgotten about the price increase.





Increase your prices by 10-15% (and don’t argue with me!)

Give a free bonus for a limited time (this is optional)









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t’s 5 times more expensive to win a new client… than it is to persuade an existing client to repurchase. Given this, guess where most business owners spend their time?

Acquiring New Clients! Do you fall into this same trap? Most likely… and… I don’t blame you. New clients create the illusion your business is growing. Rest assured though, an illusion is what it is. Listen up: The most valuable business asset is NOT your equipment… it’s not your premises… and it’s not even your staff. Your most valuable asset is your…

In-House List! That is, your database of satisfied clients. Most business owners do not realize the importance of their in-house list… and do not fully conceptualize the degree of use they can obtain from it. With an in-house list you can:

• Ask for referrals • Qualify prospects. If you have a team of sales representatives, wouldn’t it be

wonderful if they only ever spoke to qualified people… ready and willing to buy your product or service… right now?

• Move old stock from the shelves • Create a cash flow surge with special events • Announce a ‘client only’ special offer • Implement a V.I.P loyalty program • Profit from joint ventures with other companies • Rent/sell your database to other companies • Trade your database with other companies • Reactivate former, ‘dissatisfied’ clients

I



• Obtain testimonials • Gain free media publicity • Host closed door sales • Announce pre-special, specials • Write a newsletter as an additional profit center

And on and on and on. Make no mistake. A client database is the most valuable asset in your business. If you don’t realize this, it’s only because you don’t understand what can be done with it. But that’s okay. Later on, I’ll teach you how to profitably mine from your database of clients. In fact, you’re going to learn how to double and even triple the value of your average client. You’ll make far more money… and… your clients will be much, much happier.

The Secret Methods To Building A Database

• Run a competition. You have loads of choices for first prize. You can offer a sample of a new product or service… you can offer a free gift, donated by a company (or companies) with similar target market. If you have a retail outlet, simply place a large sign near the counter… or… up on a wall to notify people about the competition. But, here’s the secret to making competitions really work. Not only does the first prizewinner benefit… but also…

Every Other Customer!

How? With a second place prize! Send a letter to all ‘non-winners’ saying… Dear Joe, Thanks for entering our “Spoil Yourself Silly” competition. I’m sorry to say you didn’t win first prize (it was won by Betty Jones… she was ecstatic.) I’m writing you to say…

You’ve Won Second Prize! Yes that’s right. You’ve won a gift certificate valued at $20 for you to use between now, and the end of December. It can be used for any purchase in our store, as well as cash. To claim your prize you’ll need to come into the store anytime between 10 am and 6pm this week.



Once again thank you for taking part. It’s great clients like you that are the foundation of our business. Kind regards, Alexi Neocleous P.S. You’ve got to hurry. If you don’t claim your gift certificate it will be awarded to the next runner-up. So don’t waste time, bring this letter in today. P.P.S. Be sure to use this voucher for your Christmas shopping. We’ve just received some great new stock. Come in soon. Thanks. Isn’t that simple? Here are more ways to gather your client’s names.

• Ask for them, with no reward in return. To get the client’s name simply have 1000 little cards printed, with space to write their personal details.

• Make it procedural and a rule of doing business. Have you ever ordered a pizza?

They collect your details as part of your order, don’t they? What about the doctor, or dentist? Same deal. If you’re involved in manufacturing, wholesaling or the service business, you probably already collect your client’s names. Well done.

• Include clients in a VIP loyalty program which entitles them to discounts…

freebies and other special bonuses in the future (let’s face it; we all love to belong to something. Why not allow people to belong to your business?)

• Write a newsletter… offer it free or charge minimal for it. You probably have a

great deal of knowledge just waiting to be harvested. Why not take advantage of that? Even if your business is ‘boring’… or… ‘simple,’ you can still benefit from this. For example, a dry cleaner can write a newsletter on how to maintain the quality of clothing… a dog trainer can write a newsletter on tricks to teach your dog and nutritional advice… a restaurant can write about interesting meals and tips to save money on grocery shopping… a chiropractor can write about preventing physical injury in the workplace.

So start collecting names right now!




DDDAAAYYYSSS 999 --- 111111

Tick when complete:

Decide on how you wish to collect names e.g. competition; compulsory

Train your staff to ask for names

Systemize the procedure of asking for names You will notice there is no profit calculation below for this method. The reason for this is collecting the names of your clients will NOT make your more money. It’s marketing to your list of customers that will. But it is included here because you need these names to fulfill requisite steps later.



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WWWrrriiitttttteeennn OOOffffff AAAsss NNNeeevvveeerrr BBBuuuyyyiiinnnggg AAAgggaaaiiinnn!!!

ne of the easiest ways to expand your revenue is to win back old or inactive clients. It sounds obvious, I know… yet every business has an attrition rate.

If you’re losing more than 10% of your clients on a regular basis, it’s too high. You need to do something about it. A main component of Golden Veil #1 is to strengthen the ship… to plug any leakages or holes. Look at your internal activities. What’s causing clients to leave you? What is the standard of your service? What is the standard of your follow up service? Your product quality? Are you over promising and under delivering? Do you have a record of your inactive clients? Are you able to contact them? If so, good, because that’s exactly what you’re going to do. Pick up the phone or go see them in person and ask the following four questions:

• Why did you choose not to purchase from us? • How can we improve next time? • What do you like about our competition that you feel we could implement in our

business? • What did you like about us, if anything at all?

And then…

Listen To The Answers… Without Judgment! How else can you find the answer’s you’re seeking? It’s critical you listen without judgment. I cannot reiterate this enough. Do not get defensive. You cannot build your business while you have holes in the ship. Otherwise you’ll keep investing time, money and effort acquiring new clients… increasing the average dollar sale, only to lose them in the future. The smartest strategy for you is to adopt a series of systems and practices that encourage your clients to stay with you over the longer term. To become raving fans. You do this by

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providing WOW service… extraordinarily good value… excellent after sales service and support… by under promising and over delivering… and… consistency through systems. Clients leave you for one of five main reasons:

1. Death 2. Move out of area 3. A friend or relative recommends a company more suitable than yours 4. Dissatisfaction 5. Indifference

The first two reasons account for, on average, a mere 4% (which you cannot control). The balance however, you can control and should therefore do something about! It’s amazing to think, but you may be responsible for losing up to 96% of your clients! Not the economy… not your industry… but you and your team! That’s quite staggering, isn’t it? Most business owners can’t believe they’d be responsible for so much loss of business. But the stats say it’s true. And you know what? That’s good news for you!! Why? Because it’s an area you can control and do something about (as opposed to economic fluctuations)… and… it means you have a lot of room to grow! Think back to a business you frequented in the past. Maybe it’s a restaurant… a hairdresser… whatever. Do you have a reason you stopped going there? If not, it’s probably because…

You Simply Don’t Care! In other words, you don’t feel a strong sense of loyalty to that business. Sure, your needs were satisfied and you were taken care of in that way. But, you didn’t feel a sense of belonging… and still don’t even today. But I bet, if the manager or owner was to phone you or send you a sincere letter (even perhaps with a special offer to return) you’d be there pretty quick. And I’m sure your clients feel the same way about you. So, to win back their business, you’re going to send…

A Letter Asking Them To Return! With a personal, well-written letter you can salvage a large portion of these people… and persuade them to purchase again… right now. Below is a letter you can use as a template. Simply insert your specifics. You’re sending this letter to “old” clients, so many may have moved. I suggest you test this letter to a



portion of your database. You don’t want to receive loads of returns from the postal service. If you’re really strapped for money, and cannot afford to send out letters, use the telephone (side note: often the telephone is a better choice because it’s a personal communication. If you have time available, seriously consider phoning first and then sending a letter). The letter below can form the basis of a phone script. ------------------------------------

Have We Done Something To Offend You? Dear Stacey, It was just brought to my attention that you haven’t purchased from us in over 6 months. Have we done something to offend… or… displease you in any way? If so, I’d like to know. Our clients are the most valuable asset we have in our business, and it’s important to me you’re happy. If you have a problem and found my manner… or the manner of my staff offensive in any way, I would like to talk with you about it. My only intent is to give you the highest standard of service. My direct phone number is XXXX-XXXX. Please call me. You know, I’d really like to see you again, and that’s why I’m writing to you today with a special one-time offer: If you need any printing whatsoever… flyers, leaflets, brochures, business cards, letterheads, invoice books… anything at all, we’ll print them for you at a…

30% Discount On Our Normal Prices!

As you know, we already offer some of the best prices in the industry… so these prices, you truly will not find anywhere else. You see, if you do need some printing, I couldn’t think of a better way to help you than offer a steep discount on our normal prices. In addition, if you’re in a state of urgency and need your printing back quickly, we’ll have it complete… and ready for delivery within 4 working days… otherwise…

It’s Free!



That’s right; you won’t have to pay a cent for our tardiness. We pride ourselves on our organizational abilities and meticulous attention to detail. To give you a little ‘incentive’ I’m only making this offer available for the next 17 days. If I don’t hear from you by then, I’ll take it your printing requirements are satisfied. Kind regards, Joe Bloggs P.S. Don’t put this off. If you need printing, accept my offer, as prices may never be this low again.

-------------------------------- This is a simple letter to be sure, but very powerful. It’s humble and sincere. Without question, the most important component of this letter (and virtually any other letter you write is)…

The Offer! A strong offer means greater responses. Don’t be surprised if you get a response rate of up to 50% when contacting inactive clients! If you follow up on a regular basis, and implement what you’ll learn in this program, these clients will continue to repurchase. Please understand if you manage to win back 500 clients, this is the same as acquiring 500 NEW clients. Remember, you wrote these people off as inactive. This was a letter for a printer, but you can use it as a model for your own industry. Restaurants can offer discounts on meals… free desserts… or wine. All professional services such as chiropractors or financial planners can offer discounted evaluations. Retail outlets can offer discounts also… or… create value packed deals with other products in inventory. Always keep in mind the lifetime value of your client. This will help you determine how much you can offer to bring old customers back into your business. You see, if the lifetime value is high, consider a free/or very steep discount product or service… to win back their business. You’ll learn more about special offers to win new clients in Golden Veil # 3. You’ll be wise to adapt those ideas in any letter you send to your inactive clients.



Who should you contact first? It probably comes as no surprise…

The Biggest Spenders! That makes sense, doesn’t it? Focus your time and effort on the areas of greatest potential reward. With the big spenders I’d recommend you either see them in person… or… at the very least contact them on the phone. Show genuine concern for their needs. Find out what happened and what you need to do to win them back. Often to win back your inactive clients, all it takes is a phone call, and the sincerity to listen.





Tick when complete:

Ask your inactive clients why they stopped purchasing from you

Fix the problem(s) immediately!

Send a letter with an offer to purchase again

Program your contact management software to automatically notify you to contact all inactive clients every 3 months with an offer to repurchase









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his is a very simple technique which every business can use in some way. A well crafted up sell proposition can result in up to 60% of clients accepting your offer. Up sells have been made famous by McDonalds with their question, “Would you

like fries with that?” Up selling…

Account For $22 million In Sales, Per Day… And… 30% Of Their Revenue! It amazes me how McDonald’s can use this simple idea to make billions… yet… 95% of businesses cannot apply it to their business. It can be responsible for an immediate increase in net profits. An up sell proposition works well for a number of reasons:

• You can be viewed as a trusted authority. This is especially true if you’re involved in professional services such as accountancy, financial planning or real estate. In the process of doing business, clients not only purchase your product or service… but also YOU. As such, you’re in a position to make additional recommendations… hence the up sell.

• The client is already is buying mode. They’ve made the decision to purchase.

Why do you think all those chocolates and magazines are at the supermarket check out counter?

To make your up sell propositions really work, you need to craft it from your client’s point of view. What is their main goal, desire or need? What are their biggest frustrations? Ask your clients what they want. With the exception of supermarket impulse transactions and the like, you’ll often need to establish your client’s needs, before offering an up sell. This applies to all professional services and to all direct salespeople (irrespective of product). If, in your analysis you discover a pressing need your client must have solved, and it’s an additional to your main product or service, why not extend a price advantageous offer to your client?

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If you help them overcome their problem quicker and easier, make the offer. But I must reiterate, you need to ‘pitch’ your up sell from the client’s point of view. Not your own profitable gain. Otherwise it will only have partial effectiveness. Bottom line: you MUST remember to…

Give Your Customer Choices! What can you up sell?

• Additional products or services – complementing the initial purchase • Extended time options such as warranties • Cross sell to related items to create a package e.g. a clothier selling shoes

To use McDonald’s as the example once again. I don’t like McDonald’s food. I’m quite health conscious and watch what I eat. However, I knew I’d be speaking about the subject of up sells this morning… so… in order to make this chapter as thorough as I could, last night I…

Ate Their Food And Conducted Research! Yes, I know. Its’ quite a sacrifice I’m making for you, my reader. It’s a price I’m willing to pay though ☺ McDonald’s are the undisputed up sell leaders. They’re amazing. So I ordered my food… sat down and observed. Here in Australia, McDonalds have 2 to 3 different sizes for virtually everything on their menu – desserts, fries, value meals and so on. When customers order their food, McDonald’s staff do NOT ask, “Is that a small, medium or large value meal?” They ask…

“Is That A Large Value Meal?” They sell through suggestion, and they only give the customer one option. Nothing is left to chance. In addition, McDonald’s have an up sell script for virtually every product on their menu! Not just the meals. Of course, up sells work best when the customer receives a genuine special offer… otherwise unavailable. Up selling is not about taking advantage of clients at a time when they’re emotionally aroused. It’s about delivering a greater experience. A more rounded benefit. If you sell lounges, logical up sells are:

• Upholstery protection



• Coffee table • Bookshelf • Television unit • Rug

And so on.

How To Apply An Up Sell In Your Business Write down your best selling items. List some ways to increase transaction value… with other products/services. Think of complimentary items. Let me help you out with some prompting:

• What do your clients purchase before and after transacting with you? • What else do they need to purchase to achieve their desired outcome?

Example, you own a function center, and a large percentage of your clientele are couples getting married. Along with the function center, couples also need to purchase flowers, limousines, a honeymoon, gowns, suits, photographer, hotel room, airline tickets etc. Can you profit from any of these, by either supplying them yourself or referring a suitable and trustworthy business? In return you receive a referral fee. The same applies to real estate agents. They can persuade their clients to use the services of a specific removal company, interior decorator, lawn mowing service, pool cleaner, gymnasium… even restaurants. And why can’t the agent receive a fee for the referral? Or beauty salons. They lead onto nail artists, solariums, massage therapists, shoes, clothiers, jewelers and so on. Beauty salons can also up sell to shampoos, conditioning, tinting, foils, perms, brushes, straightening etc So here’s what you do:

• Get your best selling products and write down 3 up sell products/services for each of those products. Now, when clients purchase any one of your best selling products, you test each of the up sells.

• Test your first up sell on 10, 20 … 50 customers… and tabulate the results. Test

your 2nd up sell on 50 more customers. Finally, test your 3rd up sell on 50 more customers.



You’ll soon see which is most profitable. When you’ve found it, integrate it in your daily businesses practices by designing a system. Train your team to ensure they implement the up sell. You can’t expect your team to do it themselves. The best way to cultivate a habit is through the magic of repetition. I suggest during slow periods… or after hours, you have your staff role play up sell scenarios. Simply have them repeat the up sell script for each of your products, 100 times. Over and over again. The more they do it, the stronger the habit will burned into their mind. So much so, it will become an automatic process. So… what do they sell in their script? Nothing very complicated, just like the McDonald’s example above it’s a simple sentence. Here are 3 sample templates to adapt in your own business which are in your workbook:

• Would you like (fries… an extra shirt… extended warranty) with that?

• Would you like (a larger option) for an extra (special price)?

• Would you like to take advantage of an unpublicized, “in store” special offer, available only to customers who purchase $X worth of (product) today?

Isn’t that simple? By the way, if you own a retail store would you like to increase your sales by an immediate… and risk free… 16%? Here’s what you need to do. When a customer walks into your store… stop asking…

Can I Help You? This only results in you being fobbed off… and your customers needs and wants going unmet. Instead you need to ask…

Have You Been Here Before? In fact, it will increase your sales by 16%. Why? Because it starts a conversation. It allows you to safely… and without sales pressure… briefly mention your specials you may have, and your unique selling proposition.

Here Are More Up Sell Possibilities



You can also up sell to frequency of purchase options. Give your clients incentives to buy more often. This is a great option for your regular clients because they save money and receive additional benefits. You in turn benefit by increasing the average dollar sale. Add your clients to a VIP loyalty program, and charge a fee. In certain instances, charging a fee for a loyalty program is a better option than offering automatic entry. This is especially prevalent if your clients make frequent purchases… and… if the transaction value is… say… $50 and more. An example that immediately springs to mind are health food stores, with their range of vitamins, minerals and food alternatives. Alternatively you can offer a free membership to all clients. The benefit to them is discounts on future purchases. You can implement a loyalty card that entitles them to a freebie on their 5th… 8th… or 10th purchase. You’ve seen these before. They’re used all the time by successful businesses. Why? Because…

They Work! In addition to VIP programs you can also offer extended warranties to clients. This is a great idea, and if ‘pitched’ properly, should achieve excellent results. I remember some years ago, I purchased a computer from a large retail chain here in Australia… and… for an additional amount I could extend my warranty from 1 year to 3 years. My cost was low so I purchased the extra protection (as something ALWAYS goes wrong with computers!) I was happy because I felt a stronger peace of mind. That was until about 5 days later I read in the newspaper this retail chain was going into liquidation… and that all warranties would be void!

Make Use Of Till Further Notices If you’re in a service business where clients receive regular check ups or services, put your clients on what’s called a Till Further Notice (TFN) plan. Offer new customers a free trial service, sample or discounted first installment…and… provided they’re impressed, sign up for continued purchases, automatically billed from their credit card.



In this way, you continue to render the service until the client gives you notice. This is great for you because you’ve secured a regular income… it’s great for the client because now they have a problem automatically solved for them. Gardeners, mechanics, vets, tutors, car washers, pool cleaners, photocopier technicians, can all use this idea. Again to make the up sell work… and I mean really work, you need to approach it from the client’s point of view… NOT your own profit. What does your client really want to achieve? What is their ultimate outcome? Determine this and then give it to them. In feudal China, wealthy families paid doctors an ongoing retainer to maintain health. If a family member fell sick to illness, the retainer was stopped until health was restored. Clearly this is a win-win scenario. The family prevents any serious illness before it takes hold… and the doctor receives a steady stream of income for performing his job well, and consistently. Can you apply this same concept to your business? Instead of performing sporadic one shot… or two shot services in times of crisis or urgency, can you put your clients on an ongoing plan? Services that have successfully implemented this idea are attorneys, dentists, accountants, plumbers, chiropractors and air conditioning repairers. If we go back to the furniture example I discussed earlier, the customer could also be offered an ongoing upholstery maintenance program. Four times a year her furniture is professionally steam cleaned to remove stains, smudges and odors. Here’s another example – plumbers. Every household at some point has had plumbing problems such as burst pipes. And you know the cost associated with fixing a problem of this magnitude can be substantial… often into the thousands of dollars. This is an opportunity for an enterprising plumber to say: “Mrs. Smith, plumbing problems of this magnitude result in substantial cost borne by people like yourself… to the tune thousands of dollars (as you know). Often this money can be saved, if a few simple and intelligent steps are taken. Most people don’t have the time or knowledge to maintain their pipes. I have an ongoing maintenance program that virtually all my clients are on. With this program I come out to your home every 90 days, like clockwork, and perform a complete and thorough 92-point checklist on all aspects of your plumbing. I’ll replace any loose fitting valves or washers. You’ll have 24-hour emergency access to me. In fact, you’ll receive my home phone number. For a fraction of the potential cost of fixing the problem when it occurs (which may cost you thousands) I’ll prevent it and save you money, time and headaches. As part of this program, if I fail



to prevent a major problem before it happens, I guarantee to fix it, at no charge. Even if it’s an expensive and time-consuming job like this one. It’s only $70 per quarter billed automatically from your credit card. Can I put you on the plan?” Again, to make something like this work, you must approach it from the client’s point of view.

Ordinarily a plumber’s business is totally reactive…and… only called upon when there’s a problem. The plumber fixes it, disappears… and waits to be called again! With an on ongoing maintenance program… both parties mutually benefit. The client benefits by saving money and rids herself of a future disaster. Instead of a sporadic income the plumber benefits because he receives ongoing business… and… is now able to cut back on his advertising. In addition his customers will be more loyal to him and refer more often. To make this idea work really well, the proposition needs to be made at a time when the client is emotionally disturbed… when the problem has just happened. At this time her levels of motivation are the highest.

Offer Combinations You can also offer combinations – what’s called a ‘widget’… a package. Pizza restaurants have got the right idea with meal deals – pizza, garlic bread and coke. The pizza chains realized their clients wanted a more complete meal… as opposed to a quick bite. The same applies to McDonald’s when they introduced value meals. Even exclusive 5 star hotels offer room packages, comprising of accommodation, breakfast and free parking. Instead of making your clients purchase separately, go to them with a combination of products in the form of a package. Give it a name and personalize it!

Remember people have different buying habits and different needs. Offer different packages for different markets A number of years ago, here in Australia there was a very successful security company called FAI Home Security. They designed a unique widget that was very popular. For $2300 you received:

• A security system



• 2 sensors • 2 remotes • A fire blanket • A smoke alarm • A fire extinguisher • A window hammer (to break glass in an emergency) • A personal attack alarm • A fruit basket the next morning • And… the service technician who installed the alarm arrived in fresh clean

clothes… and… a pair of slippers so he wouldn’t scratch your floor! He’d perform his job, clean up his mess (that alone is worth the $2300!)… and… if that isn’t enough… offer the client 30 minutes of WOW time. What’s WOW time? He would do any odd job (within reason) around the house. Paint a wall. Mow the lawn. Even mount a clothes dryer on a wall.

As I said, FAI became famously successful. They received, on average, 11.3 referrals per client… at the point of purchase! Of course, this is a classic up sell. Instead of selling the client an alarm system… and then attempting to up sell to these individual bonuses, the owner, Brad Cooper, simply bundled it together, and increased the price accordingly. In this way, he dramatically boosted the average dollar sale… and…. the client was far happier! By the way, as a side note, this security system was one of the most expensive on the market (but not the highest quality).

A Final Word In addition to McDonald’s there is one other company who, in my opinion, absolutely excels in the ‘Up Sell Stakes’. That company is Dell Computers. I’m currently in the process of purchasing a new PC from Dell, and I am amazed at the amount of options they offer their customers. They don’t leave anything to chance. At every juncture of the sale you are offered the chance to upgrade to a faster processor, larger hard drive space and RAM… a wider monitor… and… even accessories such as laptop bags and palm pilots. Do yourself a favor, take a close look at their website at http://www.dell.com and build a computer (you don’t have to purchase it). It will be a marketing education you won’t quickly forget. Ask yourself how you can apply their methodology in your business.





Ask yourself, “What do my clients purchase before me… and… what do they purchase after me?

List these products

Ask what is your client’s ultimate goal? What problem are they trying to solve?

List ALL your own products and logical up sell/cross sells utilizing the products you listed above

Script these up sells/cross sells using the templates earlier in this chapter

Train your team by having them repeat each script 100 times in a role play

Track the results and constantly improve

Can you use a TFN? If so, integrate it into your sales message

Create a ‘widget’ and test it on the market. Keep track of the results









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OW service is all about providing your clients with superior service… and… value. It’s not about spending large sums of money. It’s about the human interaction. The personal touch two people share at a moment in time.

In order to really make your client’s say WOW you need to…

Under Promise and Over Deliver! Give them little surprises… but integrate these into your core business activities. In other words, create systems and make it consistent. What’s the secret to being a marketing genius?

Ask Your Clients… Then… Take It One Step Further!

It’s that simple. Remember, your clients hold the answer to every question you have about your business. They’re already experts. Begin a relationship with them. Ask for their opinion. Get into the habit of watching them make their purchases. Really observe their behavior. Also, approach the people that did NOT purchase from you, and ask why they didn’t. Again, listen carefully to the answer because it’s marketing gold. Most people don’t want to speak to ‘dissatisfied customers” because they don’t want to hear bad news. I say…

Complaints Are Good! Why? Because it’s feedback. It’s information you can use to improve service… product quality… distribution channels and the sales message. Just because it’s bad news, please don’t devalue its worth. Often it’s more valuable than the praise you receive. Here’s a tip: Don’t advertise every component of your WOW service… keep it as a surprise. As an example, if you send a cheesecake (as part of procedure) to each of your clients after they make a purchase, don’t tell them. Let them think it’s a surprise.

W



It can be very easy to provide WOW service. How easy? When was the last time you went to the dentist, arrived home and received a follow up courtesy call to see how you were feeling? Never, I bet. But wouldn’t that be wonderful? Imagine a dentist phoning you and saying: “Hi Sharon, this is Dr Jones, your dentist. I’m calling to see how you’re feeling… And, at the end of the call he says… Remember to gargle every night with salt water. I don’t want you to experience too much pain. Call me if you need anything at all. My assistant Lisa has been instructed to put you straight through to me.” That would make all the difference, wouldn’t it? The cost is a local phone call and a minute of his time. Every business can use this idea… EVERY SINGLE BUSINESS! Hairdressers… ALL sales professionals… clothing stores… car dealers… carpet cleaners… travel agents… restaurants… electricians… even hardware stores. If you genuinely don’t have the time, arrange for your personal assistant or secretary to do so on your behalf. But seriously consider allocating time to do this yourself. This is a part of your marketing… and there is nothing… and I repeat NOTHING more productive (on a dollar for dollar basis) than marketing! Is this difficult to do? Of course not. There are two rules to customer service…

1. The customer is always right! 2. If the customer is wrong, re-read rule number 1!

Take heed of this advice, because it’s important.

What Really Is WOW Service? You know, providing WOW service is what makes business special. It’s what gives it that extra zing. Why? Because WOWing your customers is all about extending yourself… going that extra mile, over and above your customer’s expectations. Have you ever been very helpful to a friend… perhaps you came to her side in an emergency when she needed you most?



How did it feel to be there? It felt wonderful, didn’t it? And that’s what WOW service is ALL about. It’s the little graces… the human interactions each of us have in our lives. It’s what makes our days memorable! The secret to WOW service is…

Give To Receive! That’s what it’s all about it. Adopt a mindset of giving… NOT pure monetary gain. Customers will sense when you’re genuine… or… only in it for the buck. You see, when you adopt the mindset of giving, your customers will appreciate the gesture… and in turn, reciprocate. If the dentist in the example before approached these follow up calls from a perspective of concern and care (as opposed to a duty he MUST perform), I guarantee he’d thoroughly enjoy the experience. What a great way to end the day! He’d receive so much positive feedback. His patients would, in no uncertain terms, show their appreciation. Here are some more simple ideas to WOW your customers: • Free gift wrapping • Send greeting cards once a month • Unannounced bonus gifts e.g. books, chocolates • Send articles related to the interests of your clients – attach a personal message • Made to order items e.g. special meals in restaurants • Make it easy to do business with you – accept all types of payment; deliver by

courier; deliver personally • Deliver earlier than promised • Personal presentation is key • Serve faster than your competition • Smile each and every time you make eye contact with clients. Be cheerful • A new restaurant opened in Sydney, Darling Harbor. Each patron received a

complementary massage as they were waiting for food. • Have customer appreciation nights once a month. • If a customer asks for a refund… politely issue it… no quibbles or fuss. But also seek

to determine what went wrong… and how you can improve. • Fix problems FAST!!!!!





Ask your clients what they expect from you

Research your competition. What do they offer?

Use both of these pieces of information and take it one step further!

Program your contact management software to automatically notify you to conduct all after sales WOW service









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arketing great Gary Halbert puts it this way. Imagine you own a hamburger place. You make the best burgers in town, using only the finest ground beef… fresh lettuce and tomato picked straight from the garden… and even buns

baked fresh, every morning. Your premises are located on the best corner… of the busiest road in the entire city… and… there is no competition for miles. Will you succeed? No. Not without…

A Hungry Crowd! Without this final, all-important component you will fail. Even if you sell burgers that taste like dirt… provided the crowd is hungry… maybe starving, you’ll still succeed! I know it sounds a little absurd, but it’s the truth (do you eat McDonald’s for the taste?) And this is my point. Irrespective of the product or service, the most important factor for success is isolating… and targeting, a group of prospects eager, and ready to buy your product or service. In addition, amongst these people who are eager and ready to buy what you’re selling, there are a handful of clients ready to spend even more money… more often than others. Did you know 70-90% of your profits are derived from 5-20% of your clients? It’s true! But do you know they are? You need to find that out. Why? Later when I show you how to attract floods of new leads and clients to your business… who do you think we’re going to target first?

The Big Spenders! Imagine having double, triple even quadruple the amount of big spenders that you do already! It’s possible.

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First you need to know how to attract them to your business. You need to identify their fears, frustrations, likes and dislikes, wants and needs. How do you that? Survey your existing big spenders. Ask them everything you need to know. Reward them for their help as well. If you’ve just started a new business and don’t have any big spenders yet… speak to somebody in your industry who is non-competitive. Maybe they operate in a geographically distant place. Pick their brain. Tap into their experience and knowledge. You may find it difficult to find somebody… but don’t give up. Believe me, this is worth the effort! As you’ve just started your business you must treat each of your clients as BIG SPENDERS! If you already do have existing clients, and don’t know who your big spenders are…

Find Out! Take notice. Do you have a database that tracks client’s expenditures? If not, you need one! Does your contact management program communicate to your accounts program effectively? If not, get a program that does! You need this information. It’s vital. You can also contact your trade association. Ask about the information they have about client’s expenditure patterns. In addition to profiling your big spenders, you’ll also be profiling the average spenders. You’re going to classify your clients in 4 categories: A, B, C and D. The A and B clients are the big spenders. The Cs and Ds are the price shoppers and late payers – fire them. Stop catering to their needs… you don’t need the hassle. Spend the majority of your time servicing and exceeding the expectations of your As and to a lesser degree the Bs. The Cs and Ds take up too much of your time each week. They’re the late payers… the most consistent complainers… and… you don’t need the hassle.

What Information Do You Need To Include In A Client Survey?

• Name



• Address • Interests • Hobbies • Magazines they read • Television shows • Holiday destinations • Biggest fears… biggest frustrations and buying obstacles (in relation to your

product/service) • Other products/services they wish to purchase • Their strongest desires (in relation to your product/service) • What you are doing wrong • What you are doing right • How you can improve

If you sell to businesses, you’ll need to find out:

• Industry • Size of company • Number of employees • Product lines • Turnover figures • Biggest fears… biggest frustrations and buying obstacles (in relation to your

product/service) • Other products/services they wish to purchase • Their strongest desires (in relation to your product/service) • What you are doing wrong as an enterprise • What you are doing right • How you can improve

All this information is critical because… armed with it you’ll be able to attract more big spenders to your business. You’ll know how to find them… and… what their key hot buttons are! Later when we implement systems to attract new clients, we’ll be targeting people (or companies) who have the same characteristics as your existing big spenders.

How To Conduct This Survey There are many ways: You can do it by mail or email (along with an offer to purchase more and to thank them for their business, of course!). If you do it this way, test an anonymous survey against a tracked survey.



You’ll find most people are not willing to divulge sensitive information such as financials, if you ask for their name. This is something you need to test. You can also conduct this survey over the phone… or… face to face. The choice is yours. Before I continue however, I need to say. Surveys need not be a complicated ordeal as many business owners build them up to be. Often they pooh-pooh the idea as a big company practice. That’s not true. Surveys can be very easy to conduct. Simply watching your clients purchase from your store is a survey. Listening to your client’s comment is a survey. Asking for their advice at the end of a consultation is a survey. Develop a relationship with clients… and always, always…

Ask For Feedback… Both ‘Good’ and ‘Bad’! After all, there is no such thing as ‘bad’ or ‘good’ news. It’s all just feedback. If your clients praise your product or service, say “thank you… how can we improve it?” If clients complain about your product or service say, “I’m sorry to hear that”… and… fix their problem, immediately! Use this information to improve your product/service or systems. Don’t ever waste complaints. They’re worth their weight in gold. You can use this information to improve. Remember, it’s all feedback and information. Many business owners don’t wish to ask for their client’s opinions because they fear bad news. That’s nuts, it doesn’t make it go away. Listen up: complaints are not the problem.

It’s How Ineffectively You Handle Them That Is! This is what’s called a blinding flash of the obvious. Reread the above statement over and over again until it ‘sinks in’. Here’s a four-point question list to ask former customers, clients or patients:

• Why did you choose not to purchase from us? • How can we improve next time? • What do you like about our competition you feel we should implement in our


And then…

Listen To The Answers… Without Judgment! How else can you find the answers you’re seeking?



You can dramatically improve the participation rate of a survey by doing three things:

1. Tell your clients the purpose of the survey. That is to make their problems go away and provide better service and product quality

2. By offering an incentive – a gift certificate, dinner for two, movie tickets.

Whatever is applicable to your business

3. By reporting back to your clients. This is vital. When the survey results are in, be sure to offer the results of your survey to your clients. This will create a win-win scenario. If you’re part of an industry that needs to maintain operational security to grow your business however e.g. software, consider keeping the results to yourself. If you’re just an “average Joe” business, share the results. The odds are your competition won’t even understand the value of a survey… much less the results.

A Virtual Fool Proof Way To Target A Hungry Market There’s a very quick and easy way to target a hungry market for your product or service…

Check Where The Competition Advertises!

If you see their adverts popping up over and over again (which implies they’re successful), take it as a sign they’ve struck on a profitable medium.





Research the buying habits of your clients and identify the big spenders

Conduct a survey. You can do this by mail… but I’d recommend you do it in person… or over the phone. Don’t hire somebody to do it. Do it yourself

Keep this information handy; you’ll soon need it!

Program your contact management software to automatically notify you to conduct a customer survey a finite period after your customer has purchased from you. This will vary depending on your product/service and industry. Some businesses can conduct this service immediately… others have to wait months. When this system is up and running, you can leverage this responsibility to your staff… however… I’d also recommend you conduct some surveys personally

Program your contact management software to automatically notify you to conduct a prospect survey at a time when it’s clear a prospect is not going to purchase from you also. Find out why they didn’t

Once again, you will notice there is no profit calculation. This because identifying your big spenders will NOT make your more money. It’s marketing to your big spenders that will.



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ost purchase reassurance is simply the process of reselling your product or service, after the sale, affirming your client’s decision.

This allays her fears and prevents buyer’s remorse. Many marketing specialists believe the sale begins…

After The Sale! And I agree. It’s what you do after the sale that matters most. Here’s how it works. You’re a dentist. A client has just had a root canal, and you schedule to give her a call later that evening to see how she’s feeling. Or… you drop a thank you note in the mail… and… tips on how to ease her pain. In fact, post purchase reassurance can be a simple thank you card, and nothing more. Have you received a sincere thank you card from a business you purchased from? Probably not. Joe Girard is in the Guinness Book of World Records as the most successful car salesman in the world. Whenever somebody buys a car from Joe, they receive… for the rest of their life… a thank you card every single month. He has five personal assistants administer just this aspect of his business. His clients receive a card on thanksgiving, Christmas, birthdays, Easter… you name it… they get a card. Imagine receiving a card every single month, without fail from a car salesman? Mind boggling, isn’t it! Why does he do this? Because he knows his clients purchase another car within 3 years, on average. If they’re going to purchase a car, it may as well be from Joe. But he also knows that each of his clients has lots and lots of friends. He calls it the ‘rule of 52’. Each person knows 52 people they can refer business to.

P



As they say, good news travels fast. Bad news travels even faster! These greeting cards serve as a way of spreading good news about Joe.

Why You Must Perform Post Purchase Reassurance!

1. Your customer will be more receptive to follow up purchases

2. You can request referrals

3. You can up sell. There’s a little known direct mail technique, very few people know about. When you receive your customer’s order in the mail… the dumbest thing you can do is process their order. Instead, you should send a letter reaffirming their wise decision (post purchase reassurance)… and… offering them a more expensive purchase – a longer warranty period, more expensive model… whatever. You’ll find up to 30% of clients will make a further purchase

4. You dramatically reduce refund or cancellation rates

An Example Of A Letter You Can Use As A Template To

Perform Post Purchase Reassurance If you’re an insurance salesman, you know the first 24 to 48 hours after the client has invested in their policy is make or break time. It’s when buyer’s remorse sets in… so you need to overcome it. How? Send a note, reiterating their wise decision… and perhaps drop them a free gift (of high perceived value, but little cost to yourself e.g. chocolates). The note does not have to be complicated, something as simple as the following letter would suffice… --------------------------- Dear Joan, Thank you for purchasing an accident death policy with me this morning. You’ve made a wise decision. Did you know, along with yourself, I have 917 very satisfied clients? It’s true. Here’s what two have to say:



“I’m very happy with the policy Peter organized for me. I was always concerned about what would happen to my family if I fell ill… or…‘kicked the bucket’. I sleep much better at night. Thanks.”

John Smith

“I had no idea I was so under insured. Thanks to Peter’s assistance he helped me determine precisely the exact amount of coverage I need.”

Natalie Johnson

They’re not the only ones. I’ve taken the liberty of reprinting some recent media articles about myself, and our company. I’m often quoted in the media on matters relating to personal finance. Once again, thank you and welcome to my family of clients. If you need anything whatsoever… and I mean anything, please don’t hesitate to contact me on the office phone number by day… on the mobile, or at home on 95XX XXXX. I’m here for you. Warmly, Peter Gousel P.S. As you can see, I’ve included another little surprise gift you – two tickets to the movies! Why don’t you and Luke see a film together? My treat. Thanks once again. -------------------------------------------- Here’s another example you can adapt in your business. This letter also thanks the client for their business… but… also seeks to bring them back in with a gift certificate towards their next purchase. Dear Joan, I’m writing to you today to say…

Thank You, Thank You, Thank You! Thank you for favoring us with your business. As a way to truly show my appreciation and gratitude, I’d like to offer you a gift certificate, redeemable against your next visit.



You can use the certificate to receive a free entrée with any main meal purchase. There’s no restriction on the type of entrée (even our famous, and sumptuous garlic prawns! Yum!). You know, we receive positive comments all the time from our very satisfied customers. Here are two of them: (Testimonial) (Testimonial) There is one catch. This offer is only open until (date). After that, I’m sorry it is no longer valid. Please don’t delay. If you enjoyed our food, and found our service prompt, courteous and inviting, visit us again soon. Nothing pleases me more than seeing my customers return over and over again. Once again, thank you for you recent purchase. Look forward to seeing you soon. Kindest regards, John Smith P.S. There’s a certificate waiting in your name at my restaurant. Make sure you bring this letter on your next visit. ------------------------------------ Now that’s not such a big deal is it? They’re certainly not literary works of art… and they don’t have to be. Just as long as your clients feel happy… and confident with their purchase when the inevitable buyer’s remorse sets in… it’s done the job. If you offer a money back guarantee on your product or service… refund rates will dramatically reduce. If your business benefits (and relies) on repeat purchases by your clients, you’ll find they’ll return more often… with their friends. These letters were specifically written for an insurance agent, and restaurant respectively, but they can be adapted to virtually any business. Fitness centers, medical practitioners, wholesalers and publishers… anyone and everyone can use it for their benefit. Just insert your particulars and specifics.



You don’t realize it, this letter template has just paid for your entire investment in this course…. and much more. But you’ve got to use it. Will you? I hope so.





Draft a letter of post purchase reassurance with a request for referrals

Draft a letter of post purchase reassurance with an up sell/cross sell offer

Draft a letter of post purchase reassurance with an offer for your client to return. This is especially important for new clients

Draft a letter of post purchase reassurance with a request for a testimonial

Program your contact management software to automatically notify you to conduct post purchase re-assurance

Test each of these letters for their effectiveness









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MMMaaassssssiiivvveee RRRaaattteee!!!

aizen Marketing is all about simplicity. That’s why I designed it to be 4 Veils. I wanted an integrated system of business building that could be applied in any industry… quickly, and relatively effortlessly.

And the same applies for motivating your team… or what’s more commonly called, “staff members” (I don’t like this term, that’s why I use the word team.) Just as clients need to be rewarded for their patronage, your team needs to also be…

Rewarded! Nobody can compete with you if your team is happy, effervescent and enjoy their work. It’s the people within your business that often make it what is. The way some managers and business owners treat their team often amazes me… and… I don’t understand it. It’s a wonder they keep any of their staff whatsoever. They are people as well. They are motivated by the same drive to avoid pain…and gain pleasure as you are. You’re going to make use of that by doing two things: First, go to your local cinema and buy a voucher booklet of ten tickets. They won’t cost you much. You’re going to use these tickets as a reward mechanism. Whenever a team member does something praiseworthy… you give him or her a double pass of movie tickets… and… announce this to everybody in the team. Remember when possible…

Praise In Public! You’ll need to keep an eye… and an ear out always. But you mustn’t give insincere praise just for the sake of motivating. Your team will pick up on it. Genuinely be thankful and for a job well done. If you find this difficult, imagine what your business would be like without ANY reliable employees. How much additional work would that mean for YOU? What would that cost you in your personal life, never being able to spend time with your family, or friends? How would it affect your health?

K



Praise can be as simple as a pat on the back… or an email… or a simple thank you. The key to getting the most out of your team is to…

Reward The Actions And Habits You Want Most! And nothing else. Does that mean you should ignore the times when your team screws up? Of course not. It means you sit down and discuss it with them, and mutually search for ways to prevent it from happening again.

It Does NOT Mean Scolding… Threatening Or Issuing Ultimatums! It means treating them as a fellow human being… with dignity and respect. You see, what you reinforce you get more of. And I want you to reinforce positive actions. If you prefer to use something else as reward, instead of movie tickets, here are some suggestions:

• Dinner for two at a restaurant • Chocolates • Gift vouchers to department stores

So, the first step is…

Reward Praiseworthy Actions! Don’t ‘pooh pooh’ this idea because it’s so darn simple. Just do it and see the effect it has. Here’s your second step. Grab a clipboard, and hang it on the hook in your “staff room” …or… in some other designated team area. Otherwise place the clipboard in a location openly visible and accessible to your team… wherever that may be. Convene everybody in your organization. If you have multiple departments, convene the head of each department and say the following: “We’re going to be trailing a number of unique concepts and ideas to build this business… and I’m going to need your help to do it properly. For the next 30 days… as a trial, if you think of an idea that can save or make money… and… if the idea is implemented across the board, you’ll receive anywhere between $100 and $2000… cash.



That’s up to $2000 cash… in your hand, as a bonus. Here’s how it works. You’ll notice the brown clipboard is hanging on the wall over there. Whenever you think of an idea, you’re to jot it down on the clipboard and place your name and date next to the idea. In fact, you may wish to abbreviate your idea just to be extra sure nobody takes it (say with a smile) From now on, we’ll be holding a weekly meeting to brainstorm these ideas… and anything else we need to discuss. Like I said, if the idea is implemented across the board you’ll receive anywhere between $100 and $2000 cash. But it’s only for the next 30 days to test, as a trial. If the response is positive, we’ll continue with this and give away money for every great idea implemented. If there isn’t much of a response from you, we’ll let it go. So for the next 30 days, as you go about your job and perform your responsibilities, you may think of ideas that can save or make us money. When you do, I want you to write them down on the clipboard immediately. Capture the idea, while it’s fresh. Any questions? I strongly believe in the concept of masterminds. I believe when two minds come together to achieve a common outcome, 1+1 does not equal 2. It equals 11. That is the purpose of rewarding your team with ideas. Research study after research study has shown the biggest motivator for employees, is NOT money… it’s helping them grow and develop. So why am I using money as a reward here? Because this is an easy-to-implement system… and…

It Does Work! Like I said, I want to ensure you implement The Kaizen Marketing System… hence its simplicity. I don’t wish to overcomplicate matters. Financial rewards are a great way to motivate your team. Sure, there are dozens… even hundreds of ways to encourage participation from your team. I’m only mentioning this idea above because I don’t want to turn this program into the size of an encyclopedia! The purists say “your team should WANT to give ideas openly and freely as part of their responsibilities. In a truly cohesive environment they will share ideas to grow and contribute.”



And you know what, they’re correct. Your ultimate goal is to create an environment where team members openly and voluntarily share ideas with you because they feel respected… and appreciated. Where money is not the prime source of motivation. But boy, it does feel good to receive large sums of cash, doesn’t it? You may wish to read the above script directly to your team in the meeting. Just say you’ve jotted some notes on paper and you’re going to read directly to ensure you don’t miss anything. Are these cash bonuses too much? I don’t think so. In fact, it may not be enough in some cases. A team member may offer you an idea that results in tens of thousands… maybe hundreds of thousands of increased revenue. Will you only give up to $2000 in return? What message does that send? That’s something for you to decide. At any rate, you’ll notice the script says, “If the idea is implemented”. This means you test it first, to see if it works. If the idea is a money-spinner, implement it and reward the team member. If it doesn’t, scrap it… but…

Let Your Team Know Of The Result… Either Way! Remember to continually communicate with your team. One question that will arise is, ‘what determines how large the reward will be?’ It’s a good question and something you’ll need to decide for yourself… based on the size and scope of your operations… and the value of the idea. Here are some guidelines though: If a team member offers a simple idea… say, about the way stationary is ordered… and you save $1500 a year… give $150-200 as reward. If a team member offers an idea and it results in a $10,000 increase in profits at years end… give back $2000. Imagine for the moment, a friend found a bag of money with $5000 in it… and… he said to you, “I’d like to give you 80% of it… just as long as you let me keep 20%”. Would you be happy? Of course you would! You’re keeping most of the money. This is money you otherwise would not have had. Imagine the windfall profits your team finds as little… or… big bags of money. You’ll be keeping most of it.... the least you can do is give back to your team. And remember you’ll reap the gains every year you own the business. It won’t be just a one-off.



Will this idea work in your organization? I can’t guarantee it will. Why? Because I don’t know how well you run your business. I don’t know if the relationship you have with your team is strained or positive. Do they trust you? What is their perception of you? Are you perceived as somewhat of a tyrant who never gives back? If so, it’ll make implementing this idea more difficult. So you’ll need to earn your team’s trust, once again. At any rate, seek feedback from your team with this idea. What do you need to do make it work? What do they want? If you have a positive relationship with your team, you’ll find they’ll love this idea. In fact, you’ll be bombarded with fresh concepts to test. In addition to cash rewards, please feel free to also motivate with (the cash equivalent):

• Holidays • Restaurants • Massages • Stay over in hotels • DVD players

And so on. Be flexible in your approach and ask your team for assistance.





Purchase a booklet of movie tickets and a clipboard

Hang the clipboard in a convenient, easily accessible location

Conduct meeting and read from the script above

Block out a time to conduct this meeting every week









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he ‘front end’ is a client’s initial purchase. The ‘back end’ is all subsequent purchases over the lifetime of their patronage.

Earlier when I talked about lifetime value, you were able to see first hand just how important a client is. You can dramatically boost the dollar value of each client (by double, triple and quadruple in many cases) with intelligent use of ‘backend marketing’. The problem is, most people in business only ever worry about the front end, and forget about the back end. It’s this short sightedness that results in so many financial failures. You need to have a system in place that makes money from the back end. If you have a lot of high priced products and services to sell on the back end, you can afford to spend more in attracting new clients into your business. In fact you may choose to forego any profit on the front (and even make a loss in many cases)…

Solely To Profit From All Subsequent Sales! It’s far easier and profitable to sell new products or services to your existing clients… than it is to sell a new product to a new market. This is why I had you collect the personal details of your clients earlier… because now, we are going to profitably mine from them. And mine from them we will because it’ll be the key to your success. As you know Fortune Magazine revealed it’s 500% more expensive to win a new client… than it is to persuade an existing client to return. And if that isn’t enough, a U.K study showed businesses lose 68% of their clients because of…

Indifference! Isn’t that amazing? You can reduce this figure dramatically just by contacting your clients more regularly. I don’t take this concept of database marketing lightly… not in the least bit. How often should you contact your list? As often as the list responds.

T



In regards to offline marketing, you’ll soon learn about the importance of a newsletter. Mailing your newsletter once a month is not excessive. In fact, you may wish to communicate more often…

If Your List Responds! This is especially true of Internet marketing. I will provide you with a number of ideas to ensure this happens. I’ll also show you many examples of how business owners just like yourself have marketed to their database successfully. Just before I do, I need to mention something quite important. If you’re going to contact your client for any reason…

Include A Special Offer! Don’t waste your money on the stamp and envelope… and don’t waste your money on the phone call – extend an offer. However, keep in mind it’s also nice to contact your clients just as a follow up… as a client service. It’s a good idea to contact them just to strengthen the relationship and offer a free gift. Do this also. Bottom line: ensure any contact you have leaves a positive impression. By now you have segmented your clients into categories… A, B, C and D. The As are your biggest spenders… the Cs and Ds are the smallest spenders, and often the most trouble. Have you fired the Cs and Ds? If not, do that immediately. Simply decide to focus your attention away from them. Stop spending time, money and effort to get them to purchase again. Just ignore them. If a C or D client complains, simply say… “Your standard is too high and we cannot meet that level. From now on we ask you seek (name of product or service) elsewhere. Thank you”. And let them go. You’re going to focus most of your time and effort on your As and Bs – the big spenders. They account for the majority of your income and you must take care of them. In fact, you must exceed their expectations. This gets back to providing WOW service. Walt Disney used to ask…



How Can We Do What We Do So Well, Our Customers Cannot

Help But Tell Their Friends About Us? If you’ve ever been to Disneyland, you’ll know it’s one of the cleanest places on earth. In fact, they’re fanatical about cleanliness. Why? Because Disney view cleanliness not as an expense… but as a…

Marketing Exercise! They know you’ll go back and tell your friends. Also, Disney has a policy that every employee must adhere to. If an employee catches the eye of a customer, they must smile and say hello. Simple isn’t it? These are the little graces that make all the difference in a business. There are two rules to customer service:

1. The customer is always right! 2. If the customer is wrong, re-read rule number 1!

I’d hasten to add, this rule only applies to A and B customers. If a C or D has a complaint, you know what to do! So what do these rules mean? They mean you don’t argue. They mean you solve their complaints… quickly and efficiently!!! No fuss, no passing the blame and no excuses. Even if somebody else screwed up in your business, each team member accepts responsibility and solves the problem. Again, it doesn’t mean the client is right. It just means you don’t argue… especially if they’re an A client.

How To Condition Your Clients To Buy More I know this sounds ridiculous. After all, how can you condition your clients to buy more? Actually, it’s quite easy. Have you ever delayed getting your hair cut because you are so busy with your life? You hair keeps growing and growing… your spouse tells you it’s time… and only when you start to get that scruffy look do you go ahead and get it done. What about car servicing? Have you been known to postpone that? What about dentist check ups? Or eye examinations? Or financial planning?



Most people delay these. If the hairdresser reminded you that you need a haircut… and… if you wanted to get it done, do you think you’d return more often? For the majority of people the answer is yes. This strategy of conditioning your customers to purchase more can increase your profits by as much as 30%. Yet so few business owners do it.

What To Offer Your Clients How you define your business will determine what you sell on the back end. Simply speaking, the broader the definition of your business, the more products and services you can sell. Contrarily, the more specific the definition of your business, the less products and services you have to sell. For example: A newsletter publisher on the stock market defines their business in this way: “To sell information that helps our clients make consistent gains in the stock market… and… to cut any losses swiftly.” With a definition such as this, the logical back end products all relate to success in the stock market – trading systems, books, videos, seminars etc. If the definition was “to help our clients prosper financially”, logical back end products relate to personal finance, real estate, small business marketing, tax minimization, financial planning… and so on. If the definition was broadened yet again and became, “to help our clients prosper in their lives,” this now becomes an entirely new business – self-development materials, information on health, happiness, spirituality and wealth can be offered. Can you see how the definition affects which products you supply to your clients on the back end? On the surface, it may seem like you’re better off with a broad business definition.

Nothing Could Be Further From The Truth! With a broad definition, clients identify with your business less specifically. In other words, when you’re a one-stop shop, clients cease to associate unique advantages to doing business with you.



Personally…

I Prefer Niche Businesses! In this way, clients clearly understand what you stand for, and know what to expect. If you would like to broaden the definition, and especially if you begin to offer products and services that lie outside of your main thematic activities, set up a separate entity and refer clients from that entity. Create a separate division. (To learn more about this, study the wonderful book Focus, by Al Ries.) This is a great way to leverage the goodwill you have with existing clients, without jeopardizing your market position. To help you gain some insight as to the products or services you can sell on the back end, ask yourself “What are my client’s ultimate outcomes? What problem are they really trying to solve?” Another great way to offer products on the backend is to…

Endorse The Products Of Other Businesses! This idea is going to make your head spin. When I first learnt about it some years ago it left me spellbound. Before I explain it however, I need you to grab a pen and paper. Now, I want you to write down everything you’ve purchased in the last two weeks. I want you to jot down items you purchased for yourself… personal care items, clothing… etc. I want you to jot anything you purchased for the house. And I also want you to make a note of your entertainment expenses. Go ahead. Make a list. Come back when you’ve written everything down. Okay, I’m going to take a rough guess of your list of items. Did you purchase any personal care items like toothpaste, deodorant or hair gel? What about household items like detergent and groceries? Petrol? Clothing? Shoes? Jewelry? Perhaps you visited a restaurant or two… the movies… or… maybe went on a small holiday. Ask yourself this question…

Would Other People Have A List Similar To My Own?



The odds are you’ve created a fairly conventional list. How does this relate to conducting joint ventures? Most businesses don’t have a broad view of their activities. For example, a restaurant owner sees himself in the business of serving food… a jeweler in the business of selling jewelry… an optometrist in the ‘eye business’… and so on. (Side note: they’re not in any of those businesses. They’re in the business of marketing the products or services they sell) Yet, I submit to you… the clients of these businesses… along with purchasing food, jewelry and spectacles… also purchase…

Items Similar To You! What’s wrong with a clothing boutique owner sending the following letter to her customers? Dear Mary, I am always on the lookout for ways to express my appreciation for your loyalty. I contemplated sending you a thank you card… or something similar, but that doesn’t communicate precisely how much I appreciate you as a customer. After all, it’s people like you that have helped my husband and I raise two young boys and provide them with so many opportunities. I want to give back to you… and in a big way. To do this, I’d like to introduce you to Peter Bisone – my accountant and very dear friend. You may be thinking…

Why Is A Clothing Boutique Owner Writing To Me About An Accountant? The reason is Peter has saved me tens of thousands of dollars in tax over years. He’s found scores of deductions other accountants didn’t think were possible… and… I’m sure he can do the same for anybody else. I know how difficult it is to find reliable professional services, and that’s why I’m writing to you today. As a thank you for your loyalty, I’ve bought you an hour of Peter’s time. Peter will sit down with you and give you a minimum of 6 ways… and a maximum of 15 ways to reduce your tax burden and claim greater deductions. There’s no obligation to continue with Peter, and it’s an offer exclusive only to my friends.



So, please call Peter’s office on XXXX-XXXX and mention this letter. There’s a consultation waiting in your name. Kindest regards, Joanne Jones P.S. Peter’s schedule is regularly full. I suspect he’ll be inundated with calls. Phone him now in order to avoid missing out. Who knows how much extra cash you’ll end up with? I can't think of a single business that cannot make more money properly utilizing their customer base through endorsements. In this example, the boutique either receives a referral fee per client… or… a cut of profits of the clients who hire Peter on a formalized basis. The clients learn how to reduce their tax burden… without paying for the advice. The accountant attracts loads of leads… of which a percentage will remain as full paying clients… and the clothing boutique is able to expand the all important lifetime value of her clients… plus… deepen the credibility she has with them… for hardly any additional work (writing a letter and sending it… which… she can leverage to her staff or a mail house) Clients will appreciate the extra time and effort. They’ll appreciate her negotiating the deal and looking out for them… and… in turn, they’ll reciprocate by referring friends to her business. Wins all around! And there’s no reason why the boutique can’t take this further and offer additional products and services such as dry cleaning, DVDs, mechanics, hairdressing, massages, groceries, dentists, chiropractors, gym memberships… almost any business you can imagine. Virtually anything and everything her clients have to purchase on a routine basis. After all is said and done, she turns around and negotiates agreements with all these businesses to sell her clothing to their clients! (Side note: please remember your ethical constraints with joint ventures. If you’re not allowed to receive a payment in return for an endorsement… example Doctors… ask your partner to donate the same value of her time/products to you. Ask your partner to help you grow your business by ‘gifting’ you tickets to seminars, and books. Ask your partner to donate money to your favorite charity)



Tie In With Calendar Events At times you may find you don’t have anything to contact your clients about (unlikely with the ideas I’ve shared with you in this chapter). You’ve sold them products… you’ve offered your services and you don’t know what else to do. Here’s a hint: what’s the first question that comes out of your mouth when you bump into somebody you haven’t seen in a long time? The question probably is…

What’s New? You ask what’s been recently happening in their life. The same applies to your business. To keep the communications between yourself and your clients fresh, you must continually go to them with NEW products, services and offers. Don’t ever allow them to be bored. McDonalds’s are forever offering new products to their customers. Dell is forever putting together new and interesting computer packages for their customers. Why do you think that is? So they don’t get bored. The pizza chains are the same. Recently here in Australia, one of the chains offered a Burger Pizza! How’s that for an innovation? You should continually go to your database… and your market… with new offers. A really, really easy way to do this is to…

Tie In With Calendar Events! One of the most powerful advertising ‘laws’ is to give people a reason ‘why’. If you have a special sale, tell the market why you’re having the sale. Don’t just drop your prices because it creates suspicion. Throughout the year there are dozens of events we celebrate – Father’s Day, Mother’s Day, April Fools Day, Easter, Christmas, St Patrick’s Day, New Years Day and so on. On each of these days you should extend a special offer… to your database… and to the market. This is your ‘reason why.’ It’s a great way to keep communications fresh… and… new! Organize yourself with a contact management program and have it all mapped out. Here are two sample letters that illustrate my point: ---------------------------------



Special “Invitation Only” Sale

Dear Friend, I’m writing to invite you to a special “closed door” sale on Thursday 22nd of November between 7pm and 9pm. This invitation is only available to a selected handful of my best clients and friends. Let me explain. We just received a brand new shipment of top quality widgets, and I wanted to let you to get the ‘pick of the crop’ before anybody else. Here are some of the extraordinary savings you can make:

• Widget 1 • Widget 2 • Widget 3 • Widget 4

In addition to these great savings… and as a thank you for your loyalty, if you’re within the first 35 clients, you’ll also receive a free (lost cost bonus, with high perceived value). Why don’t you come in for a visit? You could find some great deals on widgets… plus… you’ll receive a (name of gift), absolutely free. This free gift is wonderful for (explain the benefit). Look forward to seeing you there, Kind regards Claire Smith P.S. You’ll need to bring this letter in with you to take advantage of these great discounts. P.P.S Remember, this is a one-day only event. You don’t want to miss out! -----------------------------------

Why Does Our Major Problem Represent A Golden Opportunity For You?

Dear Friend,



Would you do me a favor? If you do, I promise I’ll make it worth your while. How? I’d like to offer you exclusive, designer labeled shirts at a drastic 72% discount. Let me explain. Three and half months ago on a buying trip to Italy, I spotted the most beautiful shirts that I’ve ever seen in my 32 years of retailing. I was enamored. So I placed a substantial order with the expectation they’d move like hotcakes as soon as I placed them on my shelves. I was wrong. I overestimated the demand for these shirts… and quite frankly… have cost myself $8,745. In my existing inventory I have precisely 127 shirts remaining in a whole range of sizes and colors. In order to move them and make way for my new winter stock, I’ve decided to do something bold and daring. I’ll give you the details about my offer in a moment. But first, let me tell you about these garments. Each shirt is made from the finest cotton available anywhere in the world. They’re triple stitched, hand embroidered… and… utilize 3.5 times more cotton than the average shirt. Why? It’s all about quality and craftsmanship. You see the manufacturer is very particular. Each individual shirt is thoroughly probed and examined… and… if they don’t meet the strictest quality standards and guidelines…

They Are Immediately Discarded! That’s the honest truth. I was going to run a large display advertisement in my local paper to sell these shirts, and then somebody in my office suggested we send a letter to a handful of my most loyal clients. And that’s exactly what I’m doing. Instead of advertising these shirts at $95 (I was selling them at $190!), I’d like to offer them to you at the low price of just $63 each. Frankly, I’m losing $4 a shirt but I’m willing to do this because I’ll gain your goodwill and future business. But you’ll need to come into my store as soon as you can. At prices so low, I don’t expect to hold onto these shirts for very long. In fact, I fully expect to be sold out within a few days. These shirts are still marked at their full price on my shelves. So in order to qualify for this offer, you’ll need to bring this letter in with you.



Hope to see you soon. Kind regards, Joe Smith P.S. Wait until you see the supreme quality of these shirts. Don’t be surprised if you purchase more than a few! But you’ll need to hurry so you don’t miss out. P.P.S. You’re entitled to bring in one other person with you as part of this offer.

A VIP Loyalty Program If your business enjoys repeat purchases from clients, you must implement a loyalty program. You know what this is. You probably belong to a few of them already. It could be as formalized as the frequent flyer points we build up with our credit cards… or it could be a simple loyalty card which is stamped whenever a purchase is made. Fast food outlets use these all the time with their buy five… get one free promotions. Virtually all businesses can employ a loyalty program – even purveyors of high-end luxury goods. These programs have a specific purpose…

To Keep People Coming Back! Businesses use these cards for one simple reason: they work! We all love to belong to something, don’t we? You should recreate this feeling of belonging, in your business. You can offer to club members:

• Discounts on future purchases • Entitlements to free bonuses and surprise gifts throughout their membership • Special, and exclusive VIP offers • Advanced notice of new products and services… before the general market is

notified You should also consider charging for membership to your VIP loyalty program. If you sell a product or service which is redeemable on a regular basis e.g. groceries, this may work well. Or if you sell an exclusive product line… and wish to maintain that exclusivity.



This will help create… and maintain this perception. American Express does this with their Gold card members. All in all, it’s a similar product to the other less prestigious cards. At any rate, it’s something that should be tested. So you need to decide to either use a simple preferred-customer card, where each transaction is stamped… and your customer receives a freebie on their 8th purchase… or… make it a formalized program, with a membership card and all. Here’s a tip: If it’s a free membership, do not ask customers to be a part of it. Simply include them. Say, “we treat you to ongoing discounts at our shoe store”.

Newsletters Offer your better clients a newsletter… related to your product or service. Newsletters are a great way to constantly communicate without applying excessive sales pressure on them. This is especially true if the newsletter is well written. What can you write about? ‘How to’ information is always the best. In this way you’re educating your clients. For example a pool cleaner can offer tips on how to keep a pool clean. A chiropractor can offer tips on how to prevent back pain. A clothier can offers tips on dress sense and color combinations. Am I being clear? Your newsletter can be anywhere from one page long… all the way to 8 or even 12 pages. Anything more is unnecessary… even if it’s a paid newsletter. Alternatively, you may wish to keep things really simple. In this case, write a one page ‘new products and offers’ newsletter. Personally, I shy against these newsletters. If you’re going to offer new products, it’s always best to write a sales letter as it results in better sales. But that’s my preference. You can choose to do it your way. Should you charge for the newsletter? Yes, if the information you’re offering is very useful. No if it’s just to maintain credibility with your clients. Perhaps you can have two newsletters… a freebie and a paid service. This happens often on the Internet because mass distribution of email is very, very cost effective. Writing a paid newsletter is a great way to guarantee your clients open… and read every letter you send to them. Why? Because they’ve paid you money to contact them! They’re hot clients. Take advantage of a paid newsletter and bundle sales letters and special offers



with it. It’s the best time to do it, and the sales material gets a free ride with the newsletter.

What if you’re stuck for content? Use the Internet! There’s loads of information on the web. Simply go to Yahoo! or Google and do a search on your subject topic. If I was a manufacturer of plastics and needed content for my newsletter, I’d type in plastics manufacturing in the subject field… and variations of this. Within a few minutes I’d have articles and useful information on this topic, sitting on my screen. This is information I can now use in my newsletter. Mind you, I’m not saying to plagiarize. If you’re going to use the information word for word, seek permission from the author. But there’s no reason why you can’t surf a few sites and use the collective information available between them as the basis for your own newsletter. Remember a newsletter need only be one page long. They’re a great way to keep in contact with clients and prospects. If you’re stuck for content, subscribe to my own newsletter online (what’s called an “e-zine”) and see how I do it. Just go to:

www.kaizenmarketingsystem.com





Define your business

Add logical products and services that conform to this definition

Contact 3 joint venture companies and arrange for special offers to be extended to your clients

Program your contact management software to automatically notify you to offer the products of another company to your customers once a month

Initiate a loyalty program

Add clients to it automatically

Program “Special Event Calendar Days” in your contact management software to ensure you’re notified automatically

Write a newsletter

Program your contact management software to automatically prompt you to write it and send it your customers









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et out your diary. Pick a day this week and ‘block out’ 3 hours on that day under the title of ‘creative emulation’. It doesn’t matter when you choose to block out, just choose. Do it now. Go ahead and do it.

Now, fast forward to next week, block out the same time in your diary. Continue to do this for the same time every week…

For The Next 6 Months! I want you to establish a routine. Stop listening now and block out 3 hours of the same day, every week for the next 180 days. Ensure it’s a time of day you will NOT be disturbed. Take the phone off the hook and make it clear to your staff and family you are to be left alone. Have you done that? Good. So why am I asking you to do this? Here’s why: somebody, somewhere has the answers to the problems you’re experiencing. Somebody somewhere is doing what you do far better. Spend some time each week searching for this person. There’s no sense recreating the wheel. I’m a big believer in what’s called ‘creative emulation’. Whenever I have a problem I need the solution to, I just look around… see what other people are doing… and keep searching until…

I Find An Answer! You and I are blessed with one of the most wonderful gifts. It’s called the Reticular Activating System (RAS). Located in the brain stem reticular formation, the function of this ancient survival mechanism is to tune out the familiar and make note of the new or important. It’s a data filter. As an example, have you ever purchased a new car… and noticed many people have the same car as you? Yet previously, you never saw it on the road.

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That’s the RAS at work, and you can use it in your business. For 3 hours each week, you set a goal. It may be finding a solution to employees showing up late to their shifts… it may be to improve your ‘satisfaction guarantee’. State the goal in specific terms. It’s not good enough to say, “I want to grow my business”. Be specific… say… “I want a way to improve the response rates of my trade publication display adverts… and I don’t want to have to spend any more money!” That’s a better goal. With that in mind, the RAS has something to look out for. Set aside these three hours each and every week to surf the Internet, read trade publications of your industry… and… that of other industries. Make a habit of keeping your eyes peeled as you go to shopping centers, read books… or… go on holidays. I’m not saying to let it rule your life. Just keep an eye out. Richard Branson is famous for the notebook he carries around with him everywhere. He uses this notebook to catch new ideas as they flow through him. He may receive feedback from a patron on a flight… or a staff member may suggest an idea. Anything useful that comes to him is immediately jotted down in his notebook. You should do the same. When you find a potential solution to your problem, creatively emulate the solution in your business and see if it works (that is, test it). I’m not saying to outright copy… just adapt it to your own circumstances. If it works, congratulations. If not, keep looking

Where Your Greatest Ideas Will Come From The chances are most businesses in your industry market the same way… be it through referrals, yellow pages or trade publications. Strictly speaking, most businesses are very ‘uncreative’ about the way they seek to expand profits. Often they just look around at their competition and do what they do. To get an appreciation of this, open the yellow pages. When you do you’ll see one big blur of sameness. This is a great example of business owners looking around to see what the pack is doing, and going with the flow.



The best, profit-generating ideas will NOT come within your industry… they will emanate from…

Industries Outside Of Your Own! Why? This is where innovation comes from. While your competition is copying each other, you’ll be riding the wave… you’ll be on the cutting edge. In fact, YOU WILL BE the cutting edge! By adapting ideas and strategies from different industries you’ll be utilizing the collective intelligence of hundreds… thousands, even millions of people, for your own gain. Please understand successful businesses are successful due to a lengthy process of research and development. They have spent lots of money testing and refining their most successful ideas. When you creatively emulate their most successful practices…

You Benefit From Their Costly Experimentation and Discoveries! Please… do not reinvent the wheel. Look around for solutions. They’re out there somewhere.

Duplicate Your Company’s Best Practices This is the same as duplicating the winning strategies of other businesses… except… this time; you search within your own company for best practices and duplicate them across the board.

Is there a salesperson that performs better than any other? If so, record his presentations and have them transcribed. Use them as a platform for the rest of the sales team to learn from. Also, film him making a presentation and send the video to prospects. Now, you have your best salesman selling over and over again… simultaneously. Except, he’ll never fall sick, never complain and never suffer from call reluctance! Also, use his presentation as the basis for writing advertisements and sales letters. Top copywriters use this secret to write outstanding copy on a regular basis. Sure the presentation needs to be adapted for print, but that’s not too difficult. Are you a franchisee? If so, contact other franchisees and brainstorm ways to grow each other’s businesses. Share information… openly and freely. Borrow winning strategies.



If you’re a wholesaler, do you have a distributor that’s performing above and beyond everybody else? If so, find out what makes him so successful. If he runs advertisements… or has his own sales presentation… license his methods and offer them to other distributors. He should receive a royalty of the increase in profits the distributors gain from his methods. Do you have offices across the country? If so, is there an office that performs better than others? Duplicate their best practices and apply them also.





Allocate 3 hours every week to finding the solution to your business problems. Block out the same time every week for the next 6 months. DO NOT SOLVE THESE PROBLEMS YOURSELF. SOMEBODY HAS THE ANSWER. FIND THAT PERSON!

Tell everybody who can disturb you… NOT TO DISTURB YOU!

Put a Do Not Disturb sign on your door

Search in and out of your industry









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pen the yellow pages to a section, any section. It doesn’t matter. Take a close look at the advertisements and tell me what you see.

What do you see? Do you see one big blur of ‘sameness’? That is, businesses extending the same sales message, without offering anything unique to set them apart… what’s called a Unique Selling Proposition (USP). I’ve heard it called a ‘unique buying advantage’, ‘positioning’ and ‘unique selling promise’. I use unique selling proposition more out of habit than anything else. When you set out to attract new leads and clients to your business, it’s imperative you have an answer to the following question:

Why Should I Choose Your Business/Product Or Service Over And Above Your Competition?

So what truly sets you apart? What do you offer prospects that your competition does not? And please, don’t say a “better product or service”, or “we care more”. If I asked your competition the same question, what would they say? Probably the same thing! From your client’s perspective this means you are not UNIQUE… and the only way to differentiate yourself is based on price. As it suggests, a USP is the unique benefit or advantage you provide your client over and above your competitors. Some companies have USPs centered on speedy service… others a wider range of products… and others again the highest quality. Your USP should touch every aspect of your marketing… and whenever you have any contact with clients. In your sales letters, advertisements, sales presentations, radio spots – everywhere.

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It’s how you position your product or service in relation to everyone else in your industry. Make no mistake; if you don’t clearly differentiate yourself from the competition, you’re like a fruit seller at the markets. You need to offer solutions to problems…

Nobody Else Offers! That’s how you become rich. If your only differentiation is based on price, that means the only way to increase revenue is to lower your prices. And you don’t want to do that because it’ll eat into your margins. This is NOT how you become rich. This is how you end up in the poor house! Differentiating yourself in the marketplace may be as simple as educating your customers about your business. This is what Jay Abraham calls ‘pre emptive advantage’. To illustrate this, here’s a story about a marketing strategist named Claude Hopkins. This is an excerpt form Jay’s Power Principles Of Success reports: “Way back in 1919, Hopkins was hired by the Schlitz beer people. They were in trouble – running tenth or fifteenth in sales. When Hopkins went out to Schultz in Wisconsin, he asked for an explanation of how they brewed their beer, and they took him through the place, step by step. They showed him how they dug deep artesian wells, just to get superior water; they showed him the mother yeast cell; they showed him the glass-enclosed rooms where the beer was condensed and re-condensed for purity. And then they showed him the ‘tasters’ and the place where the bottles were cleaned and re-cleaned 12 times.” Hopkins asked, “Why don’t you tell people this in your advertising?” and they said, “All beer is made this way”. Hopkins replied, “Yes, but the first who tells the public about this will gain pre-emptive advantage.” Hopkins then created an ad campaign based around educating the public about the beer making process. The result? Schlitz beer skyrocketed to # 1 within 6 months! How can YOU turn the invisible to the visible? What do you do in your manufacturing process… or in servicing your clients… that is a norm in your industry… but would be impressive to your clients? If you tell the market before your competitors, you too will gain pre-emptive advantage.

Why A USP Is Cash In Your Pocket!



• You’ll be able to charge higher prices – more and more people are now realizing cheaper is not always best.

• You’ll be relatively impervious to market fluctuations

• The competition will not be able to compete with you on the same ground. If they

try, they’ll only be viewed as “copycats”.

• And perhaps most importantly, you’ll remain in the mind of the market far longer than any other company.

How To Pick A “Killer” USP For Your Business There’s a tried and proven strategy which has been used throughout the ages that’ll help you decide upon a sales message. This strategy is virtually fool proof… infallible and works like gangbusters. The strategy is…

Ask Your Clients! They’re experts on your business, and they’ll offer their expertise free of charge. They have every answer to every question you’ll ever need to know. Ask them what they want. Ask about their fears and frustrations. Learn about how you can improve your business… what you’re doing right… and wrong. And ask them yourself as often as possible. Nothing beats first hand information. This need not be a complicated procedure. Observing your clients during a purchase is a survey. Do they vocalize a common objection? Do they complain about the same issues? Sit face-to-face, nose-to-nose with your clients and ask them. Send a survey in the mail… by email. Conduct surveys over the phone. Just listen, if nothing else. You’re getting a million dollar marketing education. Make it a regular practice to ask your clients what it is they want. Implement a system that automatically obtains feedback from you clients. In veil 1 I asked you survey the people who purchased from you… and… the people who did NOT purchase from you. Did you speak to them? If not…

You Must Do It Before Proceeding!



You cannot design an effective sales message without this information. It’s critical. You’ll be using the knowledge you attain from speaking to clients and non-clients in your sales message. I know it may be difficult for you to ask their opinions. You may hear bad news. But you need to get around that. Understand that ‘bad’ news is actually very, very good news. Why? Because you can USE this information to improve the quality of your product… and… the standard of your service! Discover the reasons why they didn’t buy. Ask:

• Why did you choose not to purchase from us? • How can we improve next time? • What do you like about our competition that we should implement in our


And then…

Listen To The Answers… Without Judgment! How else can you find the answers you’re seeking? Speak to others in your industry… both directly competitive and non-competitive. Sit down over a cup of coffee and share your concerns and problems. If you’re in an industry where the up most security is required to maintain your position in the marketplace, clearly you cannot do this. If you own an ‘average Joe’ business you can. The only 100% infallible way to determine which USP will work in your business is to…

Test It! Design a message and test it on the market. This does not mean go and spend thousands of dollars on brochures, flyers and overhauling your website. It means start small and test it on a limited number of brochures or ads. Experiment on small pockets of your market. Use the effectiveness of sales letters (which you can cost effectively create on your computer) to test your newfound USP. That’s how you become a marketing genius. You have an idea to grow the business… test it before committing big $$$ to the idea. Put it to work and wait for the results. This is important because you may have to test a variety of USPs before you strike gold. A USP is composed of three main components:



1. Unique Advantage 2. Sensational Offer 3. Powerful Promise

I can’t take credit for this mnemonic. I learnt it from Mark Victor Hansen, co-author of Chicken Soup for the Soul. In my opinion, this best articulates the core components of a powerful USP. Let’s talk about each in turn.

Unique Advantage This is the first part of your USP. Do you have a favorite restaurant? Do you have a restaurant you patronize frequently? What makes it your favorite restaurant? Why do you go so frequently? You can articulate your answer in a sentence, or two… can’t you? This is the basis of a USP. An articulate, concise answer to the question…

Why Should I Buy From You? When I talk about unique advantages, I want you to think small… niche. Business owners often feel to be successful they need to serve everybody in their marketplace, and become a one stop shop. Not true. Let’s say you own a Mercedes, and you need to have it serviced. Would you prefer to have it serviced by a generic mechanic, servicing all makes and models of automobile… or… a Mercedes specialist? You’d go to the specialist, wouldn’t you? In your marketing, you need to say something to somebody. Don’t make the mistake that many businesses make by attempting to say everything to everybody. It doesn’t work. Do this and you’ll discover (as they have) nobody gets the message! You must educate your prospects and clients as to the value of your product or service. Don’t expect them to know. This is where skilful copywriting becomes a real benefit. There are many forms of unique advantages, or niches to take hold of. Look at the following examples:



1. Service

On Call 24 hrs a day 7 Days a Week… If we don’t arrive within an hour,

the service call is FREE! You know how most locksmiths say that they’re available 24 hours a day… yet when you call them all you get is their voicemail? Well, what we do is provide you with each of our locksmith’s mobile number and home number. This way if it’s late in the night and you can’t get in your front door, you can wake us up and we’ll come over immediately! If that isn’t enough… we promise to arrive within the hour or the service call is on us!

Or…

You know how most mechanics claim they’ve fixed your car… charge you… and when the problem arises again send you another bill for a different problem! Well, what we do is guarantee to fix it first time… otherwise it’s FREE. Even if we discover another problem the second time around we still won’t bill you.

Or…

You know how most fitness centers sell you a membership… issue you a card number… and then never bother to initiate personal contact again. Well, what we do is provide you with a complementary lemon scented towel each visit. You can choose from a selection of 1027 videos from our library… yours for FREE. And if that isn’t enough, to help you wind down and relax… once a month you’ll receive a complementary Swedish massage from our trained therapists.

Or… You know how most real estate agents charge you for advertising expenses… plus hefty commissions if they sell your home (even if it’s below your expected price). Well, what we do is pay for all advertising expenses out of our own pocket… plus we guarantee your home will be sold within 120 days otherwise we’ll buy your home ourselves… and we’ll waive the commission!

Or… If it rains the same day you get your car washed with us we’ll wash it again… FREE of charge. Plus we’ll throw in a hot wax to boot!



2. Price

At ABCs widget factory we guarantee to beat any competitors lowest marked price… otherwise we’ll take off a further 10%

Or…

At Joes Warehouse whenever you buy a pair of Nike’s, we’ll throw in a second pair – FREE

Or… Most grocery stores charge you $4.99 a kilo for bananas and $5.99 a kilo for Fuji Apples At Greenies, you’ll pay $2.99 a kilo for bananas and $3.99 a kilo for Fuji apples. This is because we operate from a warehouse and all our orders are received by phone, fax or the Internet. We don’t have the same expensive overheads other grocers do!

Or… We sell the same books as Dymocks and Angus and Robertson – at 25-30% less!

3. More Value Most alarm companies sell you an alarm system then walk away leaving you scratching your head about how to use it. We sit down with your entire family and provide you with a complete training of the unit. Plus we throw in… absolutely FREE… a fire blanket, a panic alarm, 2 smoke detectors and 3 years back to base monitoring… normally valued at $1560.

Or… When I write a multi-page sales letter for you, I’ll also throw in a press release (normally $500), an evaluation of two of your existing advertisements (value $600)… plus the video highlights of my latest Advertising Boot Camp each attendee paid $2560 to attend… yours for FREE when you call me within 10 days!

Or… You know how most car salesman sell you the basic model and then try to ‘up sell’ you on a whole range of additional expensive bonuses marked at a whopping 87% above retail.



Well, what we do is install tinting, air conditioning and a 6 CD stacker with all our cars… normally $3300… at no charge to you. On top of that, any additional extra you decide to purchase will be at fair market price… and not the normal industry mark up of 87%

Or… When you stay at Hotel Alexi we’ll provide you with a deluxe suite, charged at our standard price. Plus, you’ll receive dinner for two in our al a carte restaurant, continental breakfast in your room and valet parking… all with our compliments.

4. Exclusivity Fitness Second gymnasiums have over 5000 thousand members, many of which fighting to use 16 benches, 43 treadmills, 37 steppers and 39 bicycles between 5 and 7pm. At Club Style we have a maximum membership base of 763 people. We have three times as many benches and twice the amount of treadmills and steppers. You’ll never have to wait to use our equipment… even during busy weeknights!

Or…

Only 100 limited edition prints of a personally signed framed photo of Ian Thorpe were produced. 77 were given away in competitions to help local charities. 13 were sold at exclusive auctions. Of the remaining ten… we have them all. We’ll offer them at our fairest price for as long as they last. ------------------------------- These are the 4 main USPs… and it’s likely you’ll design yours around one of these. However, there is also:

• Size – “We are the biggest manufacturer of widgets in the country” • Quality – “We have the finest tasting, most exquisite pizzas” • Convenience – “For easy access we have the most locations” • Technology – “Faster connection because we have the latest and fastest servers” • Unique product – “Our tire solution means you’ll never experience another tire

puncture again!” • Widest range – “We carry 3 times as many widgets than any of our competition!”

What is the unique advantage you offer your clients? When you explain this to your market, before your competition you gain ‘pre-emptive advantage’. Even if they come out and claim the same thing, they’ll be viewed as copycats and lose credibility.



You may even find that you can make use of different or hybrid unique advantages. This is especially true if you sell to multiple markets, with different needs, wants, fears and frustrations. A personal trainer for example will have a broad range of clients – mums, athletes, elders, young ladies, young men, bodybuilders and so on. A USP he can extend to mums is:

“I’ll have your body back to the shape it was before your pregnancy… in 12 weeks or less!”

A USP for body builders:

“Your biceps will grow a minimum of 3 inches… your chest 5 inches… all in no more than 10 focused workouts. If not, I’ll refund every cent you paid!”

Sensational Offer This is part two of your USP, and a very powerful and useful concept. Why? If you’re ever stuck on how to design a USP, a sensational offer will always pull you through. What do I mean by a sensational offer? Here’s an example I designed for a fitness center’s sales consultants to say in presentations… or… to be used in a direct mail letter. ------------------------------------------- “Mrs. Jones, along with these wonderful facilities and eating plan, your membership has other benefits as well. When you join, you receive, as free gifts:

• A FREE iridology consultation to help isolate any toxins in your body you may not be currently aware of;

• A FREE night at Pinnacle Health Retreat in The Blue Mountains when you book for 3 or more nights;

• This discount voucher to receive a 51% discount on aromatherapy oils from Living Energies;

• A $75 Naturopath consultation with a local physician – yours for FREE! • This discount voucher to receive a 48% discount on vitamins and supplements @

Joes Health Food; • A Free subscription to the Daily Health newsletter to keep you abreast of all the

latest scientific innovations that can improve your health and well being • A complementary personal training session with our professional instructors.

You’ll have a tailored workout routine to help you achieve your goal of losing 7kg by summertime.



• And finally, a written guarantee stating you’ll be entirely satisfied with our service and facilities. If we fail to live up to our promises you can receive a refund on the unused portion of your membership. No fuss, no hassles.

Mrs. Jones, all these additional benefits exceed a total value of $500. But you receive them for free when you become a member!” Have you ever walked into a gym that offered anything remotely like this? I doubt it! The secret to magnetically attracting new clients/clients/patients to your business is to extend an offer ‘they can’t refuse’. People love great deals… and I’m sure you’re the same. The beauty of structuring an offer such as this however is…

The Free Bonuses Can Be Acquired From Other Businesses At A Wholesale Or Zero Cost!

Businesses with the same target market as the fitness center willingly offer their products or services as a free bonus. Why? It’s a great way for them to expose themselves to their perfect client cost effectively! After all, qualified prospects are walking in their door at virtually no marketing or advertising cost. You need to design an offer that makes your prospect stop… drop what he’s doing, and pay attention to your message. In fact, your offer needs to WOW him. It’s easy to create a powerful WOW offer by doing what’s called the “bonus overload”. Do you remember the old Ginsu steak knives commercial on television? Or the famous Tim Shaw commercials here in Australia where he popularized the statement… “But wait! There’s more!” This is bonus overload, and you can make use of it as well. Of course, you don’t have to pitch your product or service in the same, borderline comical (irritating?) manner as Tim Shaw (an Australian ‘sales personality’) Here’s how to ‘add value’:

• Approach businesses with similar clients as your own and ask them to donate… or… sell their products/services to you at wholesale. Ask yourself, “What businesses do my clients patronize?” This question will give you the answers you seek.

• Make a list of all items in your own inventory which cost little to produce…

but… have high perceived value to your client – extended warranties, additional services etc.,

• Use paper and ink… or more appropriately, your computer. Create informational

reports related to your business. Or if you don’t like to write, create audiotapes,



compact discs… or… even computer programs. The reports need to contain ‘how to’ information.

Back in Las Vegas in the early 90’s there was a hotel on the strip owned by a man named Bob Stupak. It’s an old example, and somewhat worn out… but… I’ve decided to use it because it illustrates so perfectly the effect a great offer can have on a business… even a big business. Anyway, Bob Stupak took over this hotel at a time when it was really struggling financially. He needed to turn it around… fast. Stupak didn’t have a great deal of money to spend on advertising though. Most Vegas casinos, if you’ve seen their advertisements, spend BIG MONEY on television ads… radio spots and full color magazine spreads. We’re talking advertising budgets of millions of dollars a year! As Stupak didn’t have money to compete on the same level… he thought outside the square. Here’s the offer he came up with:

Give me $396 and in return I’ll give you and a partner…

• 3 days 2 nights in a deluxe suite • Bottle of champagne in your room when you arrive • Unlimited drinks whether you’re gambling or just watching a show • 2 tickets to a show with name entertainers • I guarantee you’ll win either a color television, VCR or faux diamond ring • $600 worth of gaming chips to gamble in my casino… and… I’ll let you keep the winnings

What an incredible offer! Goes to show just how much money is made on the gaming tables! So, what was the result of consistently extending this offer? He ran his hotel at between 90% and 110% occupancy… compared to most other hotels operating at 60-70%. Or how about this example for a massage therapist: Come into my health center within the 12 days and receive our “Pamper Package” for only $60! Here’s what you get:

• A complementary one-hour deep tissue Swedish massage! • Two bottles of aromatherapy oils. Your choice of fragrance! • A burner for the oils! • A guided meditation compact disc to play as you fall asleep in the evenings… and

to wind down after a long day!



• My detailed research report on the effect of stress in our lives… and how to stop it affecting your life!

• The 12 secret recipes of the Hunzas, who live longer than any one earth!

Powerful Promise This is the third part of your USP. In this part, we’re going to talk about extending an ironclad money back guarantee. What is the biggest obstacle prospect’s have when purchasing your products or services? Discover the answer and then…

Squash It With A Money Back Guarantee! But not just the usual “we guarantee your satisfaction”, type of guarantee. That’s a load of rubbish. What does “satisfaction guarantee” look like anyway? What does if feel like? No I’m talking about much, much more. I’m talking about a guarantee that has some real teeth. Here’s a great example: “If you have ANY complaint whatsoever about your room, our service or in-house dining,

simply tell us and your accommodation is FREE!” This was the guarantee of Promus Hotels before they were taken over by Hilton. It’s strong… articulate and accountable. Ironically, with this guarantee they enjoyed the lowest refund rates in the industry… and… patrons that redeemed a refund, actually returned twice as often on average! Remarkable, isn’t it? It’s been said the single greatest reason people don’t buy from you is because they perceive some level of risk (some believe it’s as high as 80%!). If you’re the seller of a product or service it makes logical sense to reverse the risk and place it on your own shoulders. In fact, when companies use a ‘risk reversal’ factor it’s not rare for them to double or even triple their sales. In short…

You Must Extend A Powerful Promise! If you don’t have enough faith in what you’re selling… clearly you’re in the wrong business. You must have total faith in your products, and be willing to stand behind them 100%.



Taking the risk away with a power packed unconditional money back guarantee can literally mushroom your business in no time at all. In today’s day in age people are far more skeptical. They trust less (if at all, in some cases), which makes it harder for businesses like yours to thrive. Other factors being equal, the longer the guarantee the better. Strictly speaking, a 30-day guarantee will out pull a 14-day guarantee. A 60-day guarantee will out pull a 30-day guarantee. A 6-month guarantee will out pull a 3-month guarantee and so on. In fact, I’ve even seen lifetime guarantees… and… 100 times your money back guarantees! You’ll learn more about these shortly. Another reason to have a powerful money back guarantee is that it creates what’s called a “feedback loop.” I first learnt this while studying with Dr Michael Hewitt-Gleeson, Principal of the School Of Thinking. Michael helped me understand the importance of passivity. In his wonderful book, NewSell, Michael uses the following metaphor to explain it: Imagine you have a box of stainless steel tacks and brass tacks, and you wish to remove the steel ones. You could individually pick out the steel tacks, one by one with your hand. Or, you could create a system of passive flow with the use of a…

Magnet! In the same way, you need to create a passive flow of feedback from your clients… to you. And one of the best ways to do this is by offering an unconditional money back guarantee! Think about it. It’s the perfect mechanism for obtaining feedback from your clients to constantly improve your product or service. This is what Promus Hotels discovered with their audacious, but very successful promise. They use information technology to constantly improve their business. They had a benchmarked, acceptable refund rate. If a department didn’t pull its weight (let’s say more than common refunds were being issued because housekeeping is failing to replenish shampoos and conditioners in hotel rooms), patrons complained and…

Management Was Alerted! With each complaint and refund, a record was logged into the system. At the end of each day, a report was produced detailing the day’s figures… including number of refunds, and reasons for the refunds.



Now management could sit down with the head housekeeper and alert her of the inefficiency of her team. This is not to berate or criticize… it is to improve on an ongoing basis. You need to create the same passive process in your business. It’s not customer complaints that’ll kill your business.

It’s The complaints You Do Nothing About That Will! It’s the complaints you don’t handle with dispatch, care and professionalism that will. And people don’t like to complain. They don’t. Often what happens is they leave without saying a word… all the while however; your systems, products or services are below their optimal level. This is NOT good! You must be aware of inadequacies immediately. Create systems that encourage people to voice their problems and issues (so you can constantly improve and to prevent it happening again). Plus, create systems to competently handle these complaints. When you do you’ll experience the same phenomenon Promus did with the return rate of their refunded patrons!

Are You Concerned About Losing Money On Refunds?

Reversing the risk is a powerful way to increase the number of new clients to your business. This is for certain. Yet, I’m often asked “If I offer money back guarantees to my clients won’t I be taken advantage of?” My answer is always the same...

Absolutely! However, more people are going to give you their money because of the guarantee. Sure, you’ll be giving refunds, but your net profit will be substantially higher once you take the refunds into account. You’re always better off with a guarantee… unless you sell a rubbish product or service! The fact is, there’s a certain percentage of the population that asks for refunds. Even if you were to sell them gold bricks valued at $5000 each… for $5… they’d still want a refund. It’s their nature and you can’t do a thing about it. And you don’t have to. Neither do I. I’m not concerned with the number of people who ask for the refund. I’m only concerned about…

The Number Of People That Buy!



I’m only interested in how much money I make! Thankfully the vast majority of people are honest. If this is a new concept to you, I understand you’re hesitation. Really I do. I didn’t take to this concept first time around, either. Imagine you own an Italian restaurant. A client orders spaghetti bolognese. He receives his meal and complains the pasta is overcooked and would like another dish. Do you accommodate him? Of course you do! There’s probably not a restaurant in town that wouldn’t. So let me ask you, why don’t you use that in your advertising? Picture for example, an advertisement with the following headline…

We Guarantee Great Tasting Pasta… Otherwise We’ll Replace It FREE!!!

What have I said there? Nothing new. Every restaurant claims to have wonderful food. Every restaurant replaces a meal if the client isn’t happy. The difference is I’ve made it a selling point. I’ve announced a huge promise. With that headline, you’ll be standing head and shoulders above any other restaurant in your marketplace. What do you do in your business client’s aren’t aware of? How can you make the invisible… visible? Is there anything you do in the normal course of operations that you may take for granted… but… would impress your clients if they were made aware? I’m sure there is! Every business has something. If you tell your clients about this, before your competition, you have pre-emptive advantage. You get the jump on your competition, and there will be nothing they can do about. Remember the Schlitz beer example at the beginning of this chapter? Let’s look at another business – hairdressers. I’m sure every one of us has suffered the indignity of a poor hair cut. True? Yet I ask you, if you were a hairdresser and a client came back to you saying she wasn’t happy… would you do your best to improve it… for free? Most likely. And I’m sure most hairdressers would. Yet, how many use this as a selling point? Personally, I’ve never seen it… ever! Have a look at this:

We Guarantee You’ll Absolutely Love Your Style Cut … Otherwise We’ll Fix It FREE!



Again, I haven’t said anything new or innovative. I’ve just chosen a situation that hairdressers take for granted… and made it a selling point! How can you make the invisible, visible in your business? Whenever two people enter into a transaction, one person assumes all the risk (usually the client). I say flip this around! As the business owner, you should assume the risk. After all, you’re the one controlling the rules of the game, aren’t you? You’re the one who determines the quality of service… and… the standard of your product. Accepting risk is one of… or even the biggest objection clients have to purchasing products. They’ve been burnt and taken advantage of so many times (as I’m sure you have), that fear has been instilled in them. But you see, this is all good news for you! Why? Because…

Offering A Powerful Guarantee Means Your Competitors Won’t Stand A Chance!

It’s all about survival of the fittest. When they zig, you zag. You’re very lucky because you live in a time where 99% of business owners do not see… or fully conceptualize the importance of customer driven practices… such as guarantees. This means if you take the bull by the horns, and really charge forth, you’ll be astounded at the results. Business builder and marketing expert Jay Abraham recently did an audit of the people who purchased his educational programs. He asked them to send to him details of their most successful strategies… and how they specifically applied what they learnt from Jay in their business. The most productive strategy his clients found was…

Offering Unconditional Money Back Guarantees To Their Clients! In many instances, profits doubled… tripled and quadrupled… all because of reversing risk! This was the most successful and profit provoking strategy out of the hundreds Jay has to offer.

6 Reasons To Offer A Power Packed Guarantee

1. As you learnt earlier in Veil 1… a client is worth far more to you than the initial transaction. Remember lifetime value? Doesn’t it make sense to make it as easy as



possible to attract new clients… if… they stand to make you $500… $1000… even $5000 and more over the life of their patronage? Of course it does!

2. You’ll have an edge over your competition. In fact, they’ll think you’re crazy…

but that’s okay, as you’ll be laughing all the way to the bank!

3. There’s no risk for YOU! I mean, if you’re a little frightened you can test it first, and see what happens. There’s no rule saying you MUST continue to offer a power packed guarantee… if… it’s not increasing profits. By all means, test it first… let the results speak for themselves. But I suspect you’ll continue with it when you see results.

4. People are scared… scared of making a bad decision. Scared of embarrassment.

Scared of being taken advantage of. A guarantee overcomes these fears!

5. You create a feedback loop!

6. You’ll make more money! When designing a guarantee, you need to approach it from the client’s perspective. Ask yourself, “What are their biggest fears? What are their greatest concerns?” In fact, ask your clients to tell YOU what their biggest fears are. Especially ask the prospects who did not purchase from you. Ask why they didn’t purchase from you. In my private consulting business, because I’ve claimed to have discovered a formula which doubles profits in 180 days or less, I address the concern foremost in my prospect’s mind – that is, can profits REALLY be doubled in that time? So the solution is simple…

I Guarantee To Double Profits In 180 Days Or Less Or I Keep Working For FREE Until They Are!

It takes some of the pressure, stress and skepticism away… though not all, as it’s a rather bold claim. But that’s okay. My client and I are now both one step closer to a business relationship. There are 6 main types of guarantees:

1. Results Based Guarantee For a mechanic: - “We fix your car first time or it’s FREE until we do!”



A proof reading service: - “If we proof read your manuscript and there’s one spelling or grammatical error we’ll refund our fee!” A car detailing service: - “I guarantee your car will glow and sparkle more than it ever has before, or I’ll keep working until it does!”

2. Better Than Risk Free Guarantee For a catering company: - “If your guests eat all the food we prepare… and still want more… we’ll refund every cent you paid… and… we’ll happily cater your next function, ABSOLUTELY FREE! On average we budget 6.2 platefuls for every guest - more than enough, even for your biggest eaters! Friends and family won’t leave your function hungry – I guarantee it!” A rent a car company: - “If you have ANY mechanical problems with your car, we’ll give you 100% immediate refund… no fuss, no hassles… plus… pay for your next car rental with a competitor.” For a wealth creation home study course: “You’ll need to go ahead and order the course using a credit card, check or money order. But, I want you to postdate your check/money order by 30 days. This way you’ll have a month to review the entire program, listen to the CDs and check them out. Then, if you’re unhappy, I’ll be glad to send back your uncashed check quietly and without question… or… you can simply stop payment on it. If you prefer to use your credit card I promise not to process your order until after 30 days. Plus…

You Still Keep All The Free Bonuses! As I promised you earlier, the magazine subscription and all the books are yours to keep, no matter what… you’ll just need to qualify for them by calling me in the next 10 days. They’re a gift from me as a thank you for trying this program.”

3. Double/Triple Your Money Back Guarantee For a dog training service: - “Your puppy will be able to sit, stay, fetch, go to the toilet on command, shake hands and fetch your morning newspaper within 6 weeks… if not, you’ll get double your money back!



A wedding video production service: - “You’ll receive the absolute highest quality sound and picture recording, you’ll be amazed! If not, we’ll give you double your money back!”

4. 5,10 or 50 Times Money Back Guarantee For an investment seminar: - “If you don’t earn, at a bare minimum 10 times your money back on the cost of this seminar, I’ll refund your ticket price of $3000. In other words, your investment in this weekend must make you at least $30,000 over the next 12 months. If not, call me and I’ll refund every cent you paid!”

5. Double/Triple Strength Guarantees For the same wealth creation home study course above: Guarantee #1: You’ll need to go ahead and order the course using a credit card, check or money order. But, I want you to postdate your check/money order by 30 days. This way you’ll have a month to review the entire program, listen to the CDs and check them out. Then, if you’re unhappy, I’ll be glad to send back your uncashed check quietly and without question… or… you can simply stop payment on it. If you prefer to use your credit card I promise not to process your order until after 30 days. Plus…

You Still Get To Keep All the Free Bonuses!

As I promised you earlier, the magazine subscription and all the books are yours to keep, no matter what… you’ll just need to qualify for them by calling me in the next 10 days. They’re a gift from me as a thank you for trying this program.”

90 Day Extended Guarantee For “Bullet Proof” Protection Guarantee #2: Stay with John, put his strategies to the test and see if they make you real money. If at any point within 3 months you can honestly say you don’t’ think it’s worth the price you paid, or if your investment portfolio hasn’t increased by many thousands you know would not be there if it wasn’t for John, you’ll receive a full and unconditional refund. You won’t need to prove you used the strategies. Just as long as you’ve made an honest attempt will be enough. And again, the free bonuses are yours to keep.



John invites you to use the program for an entire 3 months and put all the risk entirely on him… and if, in any way it falls short on ‘delivering’ everything I’ve promised in this letter, just return How To Be A Billionaire audiotapes and we’ll be happy to give you a full refund.

6. Try Before You Buy For a fitness center: - “Is our gymnasium right for you? Will you feel comfortable here? I really can’t say for sure. That’s why I’d like to invite you to come in and train here for one whole week, absolutely free! This way you can decide for yourself if the facilities and atmosphere is right for you.” For a publisher: - “SEND NO MONEY. If at the end of 14 days, you decide not to keep the book, simply return it without obligation.” ------------------------------------- Here are more examples.

• A printer that promises to deliver on time, otherwise the customer doesn’t pay. • A supermarket that promises to beat any competitor’s price by 10%. • A real estate agent that guarantees a sale within 120 days… and… at a price the

seller wants - otherwise he waives commission. • A fund manager that guarantees a certain performance, otherwise no fees. • A health club that guarantees a specific amount of weight loss… or membership

fee is waived • A plumber that promises to be on time, or the call is free • A kitchen manufacturer that promises to deliver the kitchen on time, or he pays

$100 to the customer every day he’s over • A mathematics tutor that guarantees a specific result, otherwise all fees are

refunded • A pizza restaurant promising twice as many toppings as the chain stores…

otherwise it’s free. Or a pizza restaurant that promises delivery in 30 minutes, otherwise it’s free (Dominoes)

Keep in mind you can always make a conditional promise. In the gymnasium example above, there is nothing wrong with promising the client she’ll lose 9 kg in 10 weeks… provided she agrees to visit the gym 4 times a week and keeps an eye on her diet.



The same applies with the mathematics tutor. He can promise the parents their child will achieve an 85% average… provided they attend tutoring twice a week and complete all assigned homework. Just don’t make the conditions too stringent. Often the purpose of a condition is to qualify the client… to separate the serious candidates from the not so serious.





Collate the survey results you conducted of customers and prospects in Golden Veil #1

Design a USP – an Ultimate Advantage; Sensational Offer and Powerful Promise based on the survey results

Offer it to the market for a limited time as a test. If it receives positive response roll it out. If not, try a different USP. Do this until you find one that’s a winner









HHHooowww TTTooo MMMaaakkkeee YYYooouuurrr PPPrrrooossspppeeeccctttsss AAAnnnddd CCCllliiieeennntttsss BBBeeellliiieeevvveee EEEvvveeerrryyy WWWooorrrddd

YYYooouuu SSSaaayyy!!!

e live in a time where even our most prolific world leaders are being incarcerated for criminal offences such as fraud and money laundering.

This affects the psyche of people, including your clients. Even if you offer a wonderful ultimate advantage… a strong offer… and a powerful promise… you may still not be believed because…

It Seems Too Good To Be True! What others say about you is infinitely more persuasive than what you say about you. This is why client testimonials are so important. Testimonials are one of the most powerful ways to build credibility. This isn’t news, of course. Yet, whenever I suggest to clients to gather client testimonials they usually scratch their head and wonder…

What… I Actually Have To Get Them! Yes my friend, you need to go out and get them! Testimonials are important – that much is clear. I’m going to tell you now the simple secrets to attaining the right testimonial (that is, a testimonial that forces your prospects to believe what you say) and a simple system for getting as many testimonials as you like. Compare these two testimonials for a physiotherapist.

“John is a great guy. I recommend him to anybody because he helped me out a lot!”

Peter Smith

“I can’t believe how better my back feels. I’ve been a chronic back pain sufferer for seven and a half years… and had to recently take 13 weeks off from work. In less than three complete visits John fixed my back… and gave me a set of exercises to do at home if the pain arises again!”

Shane Jones The first testimonial is absolute rubbish. The second makes the cash register ring. What’s the difference? The second testimonial is specific… it paints a picture… and states a clear result or benefit. Make no mistake you can obtain testimonials like these…

W



If You Ask! What’s the best way to obtain great testimonials? You’ll be surprised to learn the best and simplest way is when the client praises your product or service. When this happens, you say ‘I’m glad I’ve helped. We’re trying to build our business and I wondered if you mind providing me with a testimonial.” Inevitably the client says yes. Then you say, “Great! What I’ll do is jot down on paper what you just said. You read it, and if you’re happy you can sign the bottom.” Pretty simple, huh? Now you go ahead and write the testimonial… the client checks it for accuracy and signs the bottom. A word of warning…

Don’t Ever Fake Testimonials! You’ll be found out… especially when you begin to make a lot of money. Besides, it’s not worth it. Testimonials are easy to obtain when you know how to ask… and when to ask. Another way to obtain a great testimonial is over the phone. Call your client and ask if it’s okay to take her through a 45 second questionnaire about your product or service… and if it’s okay to record it. You then run her through this very brief questionnaire:

• “Please rank in order of importance why you used my (YOUR BUSINESS). Was it to…?

___Reason #1 clients purchase from you (e.g. to save time) ___ Reason #2 clients purchase from you (e.g. increase profits) ___ Reason #3 clients purchase from you (e.g. obtain more freedom) ___Are there any other reasons why you purchased?

• “Please explain how well I helped you experience these benefits?” • “Please summarize your thoughts about my (YOUR SERVICE) and give any

additional comments, suggestions or praise” Now, transcribe the comments and have your client sign the bottom. There you have it - a great testimonial!



Please, use this strategy. What you say about your product or service isn’t anywhere near as important as what others say about it. You should compile as many testimonials as you possibly can. If you own a retail store, place photos of your customers on the wall below. Compile a booklet full of testimonials and send it to prospects when they request information. Call this booklet “PROOF”. Please understand…

You Cannot Overuse Testimonials! Create an audiotape of your clients praising your business. Don’t pass this by. Testimonials are very significant. Before and after photos are useful also. As they say, a picture says a thousand words. If your business can benefit from before and after photos, use them. If you’ve ever seen the book Body For Life, by Bill Phillips, you’ll know the inside cover is nothing more than before and after photos – evidence of success. If you teach people how trade stocks and futures, provide audited statements of your own brokerage accounts, as evidence. This is very powerful. Joe Karbo, famous for his book The Lazy Man’s Way To Riches, in his advertisement used a sworn statement by his accountant as evidence he was a millionaire. Here are more examples of good testimonials:

“This month I looked at 21 houses. This week I put in 9 offers and I have two investor/finance meetings. My income for the financial year just ended was a whopping $127,100. Not bad considering the most I had ever made in my life was only $36, 992. I am now living the life I’ve always dreamed of!”

Janine Barr

“I struggled with my university studies… that was until I purchased Joseph’s memory course. I’ve gone from being a credit student with an average mark of 62%… to a high distinction student with an average mark of 87%. I don’t study any harder than I did before. Thank you so much for your amazing program!”

Anthony Cominios

“I’ve tried carpet cleaners before, but they never worked out. Either they would overcharge me for the job… or… the standard of work wasn’t what they



promised. When Peter came out to my home he gave me a fair appraisal for the clean. He gave me excellent advice to prolong the length of my carpets. But most importantly, he cleaned my carpets so well they look like new! I’ve never been happier with a carpet-cleaning specialist in my life. Within 6 days I recommended him to 13 of my friends. I recommend him to you also!”

Elizabeth Edwards These are the sorts of testimonials you need in your business – they’re specific, they paint a picture and they’re full of enthusiasm. In addition, use as proof…

• Reprint of press articles • Recordings of radio or television interviews • Awards or certificates you’ve received • Books you’ve written • Scientific evidence of your claims • Photos, especially before and after photos • References • Endorsements by HIGH profile people

These all have a very persuasive effect on people. Bottom line, the key to credibility is…

Specifics! Don’t say 100 years if it’s 97. Don’t say $100,000 if it’s $101,456. It’s far more credible to state precise figures. This applies to every part of your business. If you’re having a sale, how about “A brand new Versace suit that retails for $2,595 and costs us $1,367 is being offered at $1,539… and… we’re throwing in a $350 shirt and a 100% silk tie normally $150… at no extra cost!”





Contact existing clients whom you have NOT received a testimonial from… and ask for one

Create a booklet titled “PROOF” when you have at least 20

Include with all correspondence you send to prospects, reprints from media articles… endorsements from high profile people… awards or certificates etc., The more the merrier

Program your contact management software to automatically notify you to ask for testimonials a finite period after your customer has made a purchase









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e’re going to pull together everything we’ve learnt so far to design some powerful lead generating propositions.

Lead generation is an aspect of marketing that business owners spend most of their time on… though it’s the most costly marketing exercise to partake in! This is why I’ve left lead generation activities to Veil 3. You’re going to use everything you’ve learnt thus far right now. To constantly attract new fresh leads and clients to your business you need to extend an offer… a special offer. In addition, you need to communicate a sales message (the same sales message you created in Veil #2) once your special offer is accepted. You need to have systems in place to capture prospects names and track how they find out about you. Finally, you MUST know the lifetime value of your client to determine how much you can afford to spend on lead generating advertising! Can you see how The Kaizen Marketing System falls into place? It’s like a jumbo jigsaw puzzle slowly taking shape. There are many techniques to acquiring new leads. Here are the most powerful:

• Free information - special report/book/seminar/audio tape/video • Discount information • Free consultation or service • Discount consultation or service • Free product offer • Discount product offer

Again, to decide upon the effectiveness of any lead generation advertising, you must know the lifetime value of your client. Without this knowledge you will not know how much you can afford to give away, as a ‘special’ to bring a new client in. If you’re undertaking a campaign to attract more A grades into your business… remember… offer more on the front end. You can afford it because they spend more money.

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Before I discuss the various special offers you can make to your prospects, I’d like to talk about giving away freebies. Let me state categorically…

Nothing Beats A Free Offer! To stimulate new leads and clients, free offers are king of the hill. Why? Because there’s no risk for people… plus… let’s face it, we all love to receive something for free. I know this sounds obvious… and… simplistic, but it’s the truth. Many business owners are reluctant to give away free trials and products because they fear prospects will not return… and they’ll waste their money. Sometimes, this will occur. However free offers almost always attract the most number of leads to your business. Does that mean I always recommend free offers as a way to bring these leads into a business? No. Not always. Why? Because you may wish to attract a…

Higher Quality Prospect! Let’s face it. If something is free people will respond. Even if they’re not interested in the product. In this case, I recommend charging a minimal amount. When you do you’ll attract a higher quality prospect. Which is a better strategy? Well, that depends. More often than not, I recommend a free introductory offer to businesses… but I also recommend the latter. The only way to know for sure is to test. You need to test both approaches and compare the figures. Now I’ll discuss some of the main ways to attract new leads to your business. Clearly, the purpose of offering a free introductory product or service is to quick and easily acquire credibility in the eyes of your prospect… with the ultimate goal that he or she returns on a regular basis.

Offer FREE Information This is always a great way to have new leads call your business. Free information is like a hidden secret only the most marketing savvy business owner’s use. Be it in the form of a special report, seminar, audio or video tape. Why does it work so well? Because you’re offering…



Helpful Information! You’re Not Directly Selling! As an example, I once had a client who didn’t see eye to eye with me about his marketing. Anyway, his product was a home security system. He used to try and sell his expensive system directly from the ad. He’d show a photo of the unit… mention some features and quote a price. I think from memory it was something like $995. His response rates were abysmal. Next to nothing and it didn’t surprise me. I offered him a better way. What are the potential respondents of his advertisements interested in? Is your answer, to learn more about… and possibly buy the security system? If so, your answer is…

Wrong! People who respond to that ad do not care less about the security system. What they want to learn is how to keep burglars out of their home. How to keep their family safe and their valuables secure. As such, trying to sell a security system in this way… and… at this stage is foolhardy. To make it work you need to offer…

Free Information! Here’s the ad I wrote:



"WARNING - If You're A Home Owner Or Parent,

You're A Prime Target For Burglars! Read My FREE Report And Learn How To Protect Your Family And

Keep Dangerous Criminals Out Of Your Home… Right Now!”

Sylvania, N.S.W – Are you concerned about burglars and thieves entering your home? Does the rising crime in your neighborhood make you worry about the personal safety and well being of your children and those you love?

Warning! You are the target of burglars, thieves and other criminals. I have important information that can help you immediately reduce the chances of your family being harmed and of your home being broken into.

For a FREE copy of my detailed special report, 7 Little Known Ways For Keeping Dangerous Criminals Away From Those You Love, call and hear a brief FREE recorded message, 1800 XXX XXX. After hearing my message, you may leave your name and address with the automated system and a free report will be rushed to you immediately at no cost or obligation. No salesman will subsequently call. Thank you.

This is a much better option than trying to sell the alarm system directly from the ad. In this way, you’re giving prospects information they want. You’re not trying to sell them anything… yet. In this advertisement I offer a free special report. This could just as easily have been a free audiotape… or… invitation to a seminar. What you use depends on your product or service… and often is a matter of testing to gauge response rates. Notice, the only purpose of this ad is to get a response…

Not To Sell The Product Directly! In fact, if you have a product or service that sells for anything more than $30-40, don’t try and sell it from the advert. You won’t have space. Unless of course, you can afford to place a full-page advertisement. If you do this however, I hope you’ve tested the publication… otherwise you may be in for an unpleasant surprise.



Anyway, most business owners make the tragic mistake of believing they can sell their expensive product or service directly from the advertisement. Nothing could be further from the truth. I recommend you run a small lead generating ad in the first instance… and have your prospect request more information. This is called ‘two-step marketing.’ The free special report… audiotape or video you send to your prospect, when they respond, is what does the selling for you. Here are more examples of lead generating ads:

Free Report Reveals The 10 Secret Ways Bulgarian Body Builders Lift Up To 8 Times Their Body Weight! Call toll free 1800 XXX XXX for a recorded message to get your free report NOW!

How To Double The Growth Rate Of Your Tomatoes, Cucumbers, Lettuce and Cabbage! For A FREE report titled Grow The Biggest Vegetables You’ve Ever Seen In Your Life! Call my free recorded message 1800 XXX XXX and I’ll rush a copy of my report out you!

Offering free information is useful when you sell a product or service that requires explanation. If, for example, you were a printer or restaurant, you could easily run a lead generating advertisement that says…

“Give Us $39.95 And We’ll Print You 250 Business Cards… Plus… Give You 250 More For FREE!”

Or for the restaurant…

“Free Drinks and Desserts For Anybody Who Purchases A Meal From Our Restaurant On November 11th”

These are self explanatory, and often don’t require more information. This doesn’t mean you cannot use a free report for these businesses. You can. As they say, there are many ways to skin a cat!



What Sort Of Information Should You Offer? Generally, there are three types of information you should offer:

• An educational special report… similar to a consumer research report. These are largely devoid of sales material and seek to educate the prospect (note: in the process of educating, you are selling. You are positioning yourself as an expert in the eyes of your prospect. This is called “Edumarketing”)

• A pure sales letter… and nothing more. Why is it called a special report? Because

if we asked people to respond to a sales letter they wouldn’t respond! It’s a little sneaky, I know… but it does work. Besides, you’re reporting on your product. It’s not the same as a consumer report, but hey… that’s life.

• A combination of the two above. This is what I like to write. Some of the most

successful sales letters ever written have provided the prospect with a great education in the process, whilst selling to them.

What Sort Of Information Should Your Special Report Contain?

For the record, when I say special report… I also mean audiotape… seminar, videotape, compact disc, online streaming audio etc. In the security system example above, you’ll notice the free report is titled…

7 Little Known Ways For Keeping Dangerous Criminals Away From Those You Love!

This report contained meaningful information on how the prospect can secure his family. In fact, it offered 7 techniques. Six of the techniques were about the importance of locks, fencing, strong lighting, lighting sensors etc. Technique number 7 however, discussed the importance of security systems. This is where we began to introduce the product. It talked about the pros and the cons of these systems… and… why the prospect should consider investing in one right now. Finally, in the last page or two, my client’s product was introduced, along with the USP. Finally a special limited offer… for a free security audit and demonstration was extended to the client. All in all, a risk-free offer that got the salesperson into the home.



Let me be clear however. This is not so the sales person can pressure sell. Not at all. Pressure selling is gone. Consumers are wise to it nowadays. The sales person would indeed have to deliver on the promise. In this case to reveal how burglars could break into their home. When this happens... the sales person actually identifies various ways burglars could break into the prospect’s home… and…

It Positions The Company And The Salesperson In A Positive Light! And this will be reflected in the eagerness and enthusiasm of the prospect to listen to the presentation. The special report can be anywhere in length from one page… all the way up to 16 pages… and more. Ensure you provide enough information so you answer your prospects questions. Reports and sales letters can never be too long… only too boring! Here are some example titles:

• Mechanic – “Revealed! The Hidden Tactics Unethical Mechanics Employ To Squeeze Hundreds Of Additional Dollars From Your Pocket!”

• Debt collection agency – “How To Get All The Money You’re Owed!”

• Carpet cleaner – “The Secrets Of Maintaining The Glow Of Your Carpets!”

• Fitness center – “How To Increase Your Strength and Vitality!”

Discount Information This is precisely the same strategy as above… however… you charge a nominal amount for your information. As I said earlier, charging qualifies the prospect. As an example, publicity whiz Paul Hartunian conducts hundreds of radio interviews a year. The purpose of these radio interviews is to sell his books on various subjects. To do an effective job of educating people about the information contained within his books, he requires an hour, on air. But sometimes the radio station cannot spare an hour. In this case, Paul still talks about his books… BUT… because of the time restriction, tells listeners to send for a free special report. He doesn’t go for the sale on air.



In order to improve the quality of prospect that asks for information however, he requests they send a stamped, self-addressed envelope. It’s a small request, but it does eliminate the time wasters. Instead of giving your report away for free, charge $2 or $3. If you’re running seminars, charge $15… $20… even $50 for the evening. Of course, by charging you’ll need to ensure there’s a great deal of educational information in the seminar… and it’s not merely a sales pitch.

Offer A Free Consultation Or Service This is another great way to attract new leads to your business. If you’re in the service industry, offer a free consultation or service. Often we call these “professional audits”. Examples:

• Tax audit for accountants – “We’ll identify 12 ways you can reduce your tax burden by 10% or more… at no charge to you”

• Marketing audits for marketing consultants – “I’ll identify 8 hidden assets in your

business that can increase your gross profits by 61% or more. If I don’t, I’ll pay YOU $50!”

• Security audit for security companies – “We’ll conduct a thorough 47 point

security checklist of your home and show you a minimum of 11 overlooked ways burglars can easily break in… and what you can do to protect yourself and your family!”

• A car detailer can joint venture with a mechanic and offer a free hot wax and

polish kit with every service over $50.

• A mechanic can offer FREE wheel alignments; 32 point safety checks or free brake and clutch checks to attract new leads

Free consultations are often used in conjunction with free reports. Here’s how it works: A prospect sees your advertisement for a free special report. He calls your office because of the wonderful benefit filled information you’re offering. The report is sent in the mail and the prospect reads it. He’s impressed by the information. You’ve positioned yourself in a positive light… and… enclosed within the report is a certificate for a free consultation… or audit.



That’s the most common way to combine a free consultation and report. In fact, this strategy works extremely well for commissioned salespeople also. Often there’s a strong stigmatism towards sales people because of their tactics. It’s unfortunate because there are many sales professionals who are ethical and have the client’s best interest at heart. By offering a free report and audit, it helps position the sales person in a positive light… as a trusted advisor and friend. This doesn’t always happen. There’s such skepticism in the marketplace today, that even this isn’t enough. This means it will often take multiple contacts to get into a prospect’s home or office. This means you need to work harder… and become more client focused, in order to receive referrals… obtain testimonials… and even receive press coverage.

Offer A Discount Consultation Or Service This is the same strategy as above, but instead of giving it away for free, you charge a nominal amount. Often professional service practitioners feel more comfortable with this because they feel free offers are “unprofessional”. Or they have ethical considerations to be mindful of. I understand, and that’s why I recommend many professionals offer a free special report… which positions them in a positive light… and then a discount evaluation or service. For example a physiotherapist can offer a discount back evaluation and X-ray. A financial planner can offer a personal finance evaluation. Often a great way to use these introductory consultations is to charge for them… but… offer the proceeds to charity. Clients are able to contribute to worthy causes, plus you have a better qualified lead walk in your doors. In addition, you’ll be able to obtain loads of press from the local media (I’ll talk more about publicity shortly).

Offer A Free Product This is the same as the free offers I’ve mentioned so far. But instead of giving a free report… or… free consultation, you give a product.



• Restaurants can give free desserts… drinks or meals. If you’re licensed, give away a free glass of wine with every meal. Remember to negotiate with a winery to supply you with low priced wine… in exchange for advertising in your restaurant!

• Cafés can offer free coffee or sweets

• The author of a health related book targeted to women offered his book for free.

In addition, the customer received a free tube of Anti-wrinkle cream.

• Bakeries can offer free custard tarts… chocolate éclairs… pies.

• A butcher free sausages

• Video shops can offer 5 free rentals for every new membership. In fact, at the time of writing there’s a video shop in Western Australia who is offering a free DVD player with every new membership. The condition is you must rent one DVD every week for the next 12 months. This person has obviously calculated the lifetime value of his average client and determined this offer is a winner.

• Bill Phillips of Body For Life fame created a huge enterprise in EAS by offering

his Lamborghini Diablo as first prize in a free competition! Contestants entered the competition and the winner was the person who achieved the most dramatic change in 12 weeks. How did Bill Phillips profit if it was a free competition? To truly make the physical gains necessary to win the competition, it was recommended you purchase his rather expensive supplements! First prize from my understanding is now money plus other bonuses.

• An office supply company successfully attracted loads of new leads by offering

free accommodation to anybody who opened a new account with them. Clearly if you’re going to offer a free product, your business needs to enjoy the benefits of consistent repurchases. If you do offer free products to leads, ensure they cost very little… but have a high perceived value to your client. In this way, you can AFFORD to give away free items, without breaking the bank. Also, always remember the power of an up sell. Many of the examples above could easily benefit from a simple up sell proposition. For example, a bakery offers free custard tarts between 10am and 12pm on Saturday morning. As clients come into the store, they’re propositioned with:

“Would you like a second custard tart for only $1.00”… or…



“We have a great special today on apple pies. They’re normally $8.95 but today only, $5.25 for anybody who receives a free custard tart.”

And so on. There are dozens of potential scripts to use… so each needs to be tested and evaluated. In addition there would be strong in store signage offering these special discounts. So don’t ever miss an opportunity to make a sale. If a prospect comes in to redeem a free offer… as above… take advantage of the opportunity and up sell them immediately. Finally, it goes without saying you ask for everybody’s name and address at the same time. The bakery above would be inundated with leads. They should run a competition with a great first prize such as a one year’s supply of free bread. With these names the bakery can extend many, many backend offers to their clients. You see it’s all about getting more mileage out of everything you do.

Offer Discount Products And once again, this is the same as the idea above, but instead of giving it for free, you charge. While free offers are the best way to stimulate new leads… often they can be viewed with suspicion. Just the other day I saw an advert in my local paper for an Italian restaurant. The advert said:

“FREE Pasta!” My initial thought was, “it must be leftovers from yesterday!” So free offers don’t always work. Be mindful of this. This Italian restaurant should have explained the reason for the offer. If they had said…

“This is a special introductory offer for new clients only. We have the tastiest, most flavorsome pasta sauces in Sydney… and I want you to try them. I know when you do

you’ll be hooked for life. Limited offer, expires on 12 November. Bring in this advert.” A little explanation goes a long way. If I had seen that, maybe I would have ducked down and tried their food. Here are examples:



• A petrol station offered discount bread for a limited time. This put hundreds of people through the store that purchased additional items at huge margins.

• Compact disc and book clubs offer great deals as introductory specials – 3 CDs

for $5.

• Cigar wholesalers can offer discount cigars as a sample of the quality of their product.

• An insurance broker can offer a discount on all business insurance needs.

All in all, it gets back to knowing and calculating the lifetime value of your clients. When you know it, you can determine exactly what to offer on the front end to attract leads. The lifetime value of your average client is $2000. You have a product which sells for $400… but you’re cost is only $200. There are a number of choices you have.

• You can give an initial discount on this product as a purchase… of anything up to $200, and still break even on the sale (remember, you’re investing $200 to return $2000 over the client’s lifetime).

• You can give your salespeople all the commission from the first sale. This gives

them a greater incentive.

• You can use the $200 gross profit on the first sale to purchase complementary products from other businesses and create a ‘value packed introductory offer’.

• You can offer a longer service contract… or extra warranty.

• Conduct strategic alliances and give the profit to your ‘partners’.

Also keep in mind, you’re not necessarily restricted to just giving away $200 on the first sale. Remember, the lifetime value is $2000. You can afford to spend all the way up to $1999 and still make $1 profit. Nothing is ever set in concrete. There is no right way… or wrong way to do things. Each idea, technique or strategy produces a given outcome. It’s your role, as the ‘captain of the ship’ to constantly test new strategies… and let the results speak for themselves. I hope I’ve given you enough here to stimulate your mind.





Create 5 different introductory offers to your big spenders… and average clients from the choices above (remember lifetime value)

Offer them to your market via the strategies you’ll learn shortly

Tabulate the responses

Continue with the best performing offer









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ow I’d like to introduce to you one of the most powerful ways to attract new leads and clients to your business. I’m speaking about joint ventures. They’ve been the staple of mail order advertisers for decades.

Why are they the staple of mail order advertisers? Because they understand the value of their database of clients. In fact, outside of existing inventory, mail order advertisers often don’t have any other assets!

Their In-House List Is Their Most Valuable Asset! If you don’t know what joint ventures are… or have never used them in your business, you’re in for a real treat. What is a joint venture? Well, they take many forms, such as offering your products or services to the clients of another business… or… allowing another business to offer their products or services to your clients. This business is often (but not always) non-competitive and has the same target market as your own. In return for allowing you to offer your products or services to their clients, these businesses often ask for a percentage of the gross profit (customarily 50%, if all costs are shared… though it DOES vary depending on the structure of the deal). The business owner may ask for you to reciprocate… and offer his products or services to your clients (which you should also consider). If one party assumes the entire cost of the project, they can receive up to 70% of the profits. To reiterate, this is only a guideline. If a large company is joint venturing with you, consider…

Foregoing Most… If Not ALL Of Your Profit On The Front End, In Order To Work The Back End!

If there is no split in profits, the business owner may charge you a rental fee, per 1000 names to access his database. Whatever deal you structure, whenever you approach a ‘host’ company, you should always endeavor to extend a special offer to his clients. This may be in the form of extra warranty… longer time period… additional free bonuses… or… even a reduced price. This is because his clients will look upon the host favorably, which adds credibility to your proposition. Of course, if the relationship is vice versa and you are endorsing another company’s products, you as the host should broker a better deal for your clients.

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And here’s something else that is vitally important. If you’ve never conducted joint ventures with your product or service, and do not have any substantive evidence or proof that it successfully sells by joint venture, you WILL find it harder to get the ball rolling. You need to approach hosts with substantive evidence of the unique advantages your product or services offer. They have to BELIEVE their client’s will greatly benefit from the interaction. I had this problem when I was 21. My product was an accelerated learning home study course, and I found it very difficult to set up joint ventures. I now know it was because of the lack of evidence my product would be a success… and… because of my inflexibility to get the deal started in the initial stages (I felt I had to make a profit at all costs, and didn’t really understand the value of the backend) I never found any partners. So what I’m saying is to remain flexible in the beginning. You need evidence of your success. Once you have this, it’s much easier to get joint venture partners because you can just show the results of your previous JVs – bank statements, receipts and even testimonials from former (or existing) partners. And remember, they don’t know who you are. If I had my time again with my accelerated learning product, I would approach prospective partners in this way: First, I’d send a cover letter introducing myself and offering a free report/book on how they can improve their business… make more money… save on tax… hire great employees and so on. It would be a gift, without asking for anything in return. I’d mention the prospect of a joint venture in the future… but… at this stage; I only want them to become familiar with me. Second… I’d get publicity in their trade publications. How? I’d offer a free copy of my report or book to all readers of the publication! The press release headline would say, “FREE Report Reveals How (name of industry) Can Increase Their Profits By 61%!” Third, I’d reprint the press articles and send them to my prospects, to remind them of me. In addition, I’d send reprints of any other articles, testimonials and proof about myself (and product) that’ll enhance my own credibility. Fourth, I’d “buy the time” of my accountant… or… lawyer, and offer it as a gift to my prospective joint venture partners (in reality, this is just another joint venture which doesn’t cost me anything). Fifth, on a regular basis I’d keep on educating them… and continually contacting them so they don’t forget me. I’d make each contact educational… informative. I may even consider positioning myself as an expert in their industry.



Notice this is an ongoing process. Some companies will joint venture with you bright and early. Others will take more coaxing. But that’s okay. Nothing in life worthwhile is ever easy.

Write A Letter Of Endorsement Joint ventures do take many forms. The most powerful however is when the host endorses the product or service on offer to his clients. This dramatically improves response rates… often by thousands of percent! The endorser has invested anywhere from a few thousand dollars… to… several million acquiring credibility and developing trust with his clients. When he makes a recommendation, he acts as what’s called ‘a center of influence’. You leverage this with an endorsement. To be frank, customarily this letter of endorsement is NOT written by your partner. It’s actually written by…

You! Why is this so? A number of reasons: first, most people don’t know how to write an effective endorsement letter… and appreciate being unburdened of the duty. You’ll be using the letter below. Second, it makes the deal easier to set up. Try and take away any work your partner needs to do. You need to make this deal as effortless as humanly possible for him. Remember, people are often lazy… and besides… you don’t want to give him ANY excuse not to go ahead. Of course, any letter you write, the host must hold final editorial approval. After all, the letter will be on his letterhead… or emanating from his website. But that’s okay because it’s a relationship of give and take… of reaching a mutual agreement.

Why Joint Ventures Work So Well Have you ever cold called? If you have you know it’s one of the most tedious… and nerve racking activities you could take part in. There is one word you become intimately familiar with. It’s called…



Rejection!

When I was 19 I sold calculators, pens and torches, door to door. I was pretty good at it too. Even before I knew anything about marketing however, I always felt there must be a better way than staring down the barrel of so many no’s! When you approach cold… you’re treated with a high level of distrust and skepticism. Why use your own time and effort wading through the mass of people to find a buyer, when you can target them directly… and have credibility by doing a joint venture? I’ve said it before many times. We live in a day in age where even our most prolific leaders deceive the general public – sex scandals, details of corruption etc. All it takes is one bad apple to ruin the bunch. And with the power of media, it means the average person is being constantly bombarded with tales of dishonesty. No wonder we’re skeptical. If we cannot trust our leaders, who can we trust? Joint ventures allow you to leverage off the credibility and reputation of another. They’re a great way to do business. You may find however, as you’re approaching partners to do these, some will NOT be eager to participate. This will often be because they don’t understand the importance of a joint venture and how it can help them… and their customers. So you need to educate the host. It’s your responsibility to make him see how he CAN benefit… and what it’s worth to him in dollars and sense. You’ll need to use what’s called ‘future pacing’. This is where you take him into the future and make him see what he’ll be able to DO with that money – pay off debts, contribute payroll… even… go on a holiday.

The Benefits Of Joint Ventures

• It is 500% more affordable to persuade an existing client to purchase again, than it is to persuade a new client to purchase. Many businesses have thousands and thousands of dollars in untapped assets… the greatest of which is their…

In House List Of Clients!

Performing a joint venture is an easy… really easy way for a business to add, quite possibly tens of thousands of additional profit to their bottom line… for next to no work. Literally.

• It positions the host in a more positive light. Why? Because he is recommending a product/service that, in his opinion will benefit his clients. And they’ll appreciate that. They’ll appreciate the fact he’s looking after them. Of course, the way in



which the endorsement is structured and written plays a part in this. I’ll give you a template that’s a winner virtually every time.

• You’ll reciprocate… and hence, add an additional profit stream to his business.

• It’s virtually risk free.

• Professional services, such as medical doctors or lawyers often have ethical

constraints in regards to their advertising. Joint ventures get around this because they’re working by referral.

How To Find Joint Venture Partners There are a number of ways to find prospective joint venture partners. Firstly, you’ll need to make a list of the products and services your big spending clients purchase… before and after transacting business with you. You’re going to focus most of your time and effort on your big spenders. It’s likely they account for the majority of your revenue. When you’ve done ALL you can to joint venture with companies that sell to big spenders (and that means reciprocating)… then, and only then will you look for partners to sell to the rest of your database. So grab a piece of paper and ask yourself these 4, one million dollar questions…

• Who Has The Big Spenders Before Me? • Who Has The Big Spenders After Me? • Who Wants My Big Spenders? • What Do My Big Spenders Want?

When purchasing a home, the home buyer needs to hire a removal company, a conveyancer (or an escrow company in the U.S)… and… locate suitable finance. This isn’t a choice… it’s a given. In addition she may need a landscaper, carpet cleaner, electrician, plumber, mechanic, childcare center, interior decorator and painter. Think about it, this lady and her family may be moving to a new town… or even a new state. They won’t have any contacts yet. Why can’t the real estate agent refer her clients to service providers she knows and trusts, and receive a fee for the referral? Let’s continue. Have you made a list yet? If not, stop listening and make it now. Come back when you’ve finished.



Great, so you’ve made a list. Now, I want you to ask another million-dollar question…

Who Is The Biggest Company I Can Joint Venture With? Look around for companies with influence and tremendous advertising budgets. In fact, seek out publicly listed companies! Don’t scoff at this idea as too ambitious. Can you add your product to their distribution lines? Ask yourself, “Which companies are the biggest in my alliance industries?” Big software companies often buy out their smaller competitors. Why? Rather than starting from scratch, purchasing the rights to a product saves loads of time and effort. In addition, the smaller company already has a list of loyal clients. If you’re a sales trainer and have written a book, can you sell it to large sales organizations? They’ve been known to purchase thousands of copies at a time. Think big!! Many marketing experts don’t teach this about joint ventures. They tell their clients to look for joint ventures… but fail to say, go for the big fish first! Don’t waste your precious time and effort joint venturing with companies that have a little pay off… not in the beginning. Go where the $$$ are! You see, if you bag a big company… and conduct a joint venture with them, what will that do for you credibility? What will that do for the credibility of your product… and your company? Do you think the other companies will fall in line? Of course! You’ll be able to approach virtually anybody else in your alliance industries and say… “Hey, check this out. XYZ company joint ventured with us!” Big companies are going to be skeptical of you… especially if they’ve never heard of you before. So you need to understand, bagging the big fish is going to be a process of building the relationship. Don’t expect immediate results. It’s going to be a process, quite possibly a long process. It’ll involve a series of phone calls… of letters and meetings. But, it will certainly be worth it. Make your first contact a letter. This saves you expending your own precious time. Why do it yourself when a letter can do it just as well… if not better? Of course, you’ll need to address it to the correct person, so call the company for details.



Use the sample letter below as your approach letter. You’ll want to add with it, if you have them…

• Reprint of media articles • Radio or television interviews • Testimonials • Research reports • Lab trials • Survey results • Recommendation of somebody who is a center of influence to the person you’re

targeting… … Anything which gives you credibility and provides evidence that what you’re saying is true! You’re going to need it! Your job is to put their mind at ease. You need to provide them with evidence you have what they want… and their clients want. Listen intently to the answers you hear. Now work down your list of joint venture possibilities… from the largest companies, to the smallest. Once you’ve completed this process, seek joint ventures with companies who sell to your average client. Repeat the same process. Start with the big companies… and work down the list. In fact when you’re seeking joint ventures with companies that cater to your big spenders… you may wish to stop, say half way down that list, and begin working on big companies who cater to your average market. This is a more optimal use of your time. If you don’t get any results, keep trying. Add to your list of proof and keep in contact. Listen to the feedback and continually improve. If the joint venture is a win for the big fish, you will eventually bag them.

Where To Find These Alliances There are a number of places you can find prospective joint venture partners. Here they are:

• Advertisers in targeted publications – trade magazines and industry newsletters complementary to your own.



You’ll find these businesses are more open to joint ventures than others. Why? Because they’re aggressive marketers. The fact they’re advertising their business in a targeted publication says they’re bottom line savvy… and are willing to invest money in themselves.

• The Internet Do an Alexa search at http://www.alexa.com Do a Yahoo! search at http://www.yahoo.com Do a Google search at http://www.google.com. The top 20 listings will have LOADS of traffic.

• The trusty Yellow Pages – go for the largest advertisements first. Why? These are often the most successful companies.

• Have you already joint ventured with companies? If so, ask them to refer you

companies they’ve joint ventured with. Sometimes this referral won’t cost you a dime, other times you may have to cut in the referee on your new joint venture… and give them a percentage of the gross profits.

• Go to trade shows and expos – this is a GREAT way to find partners. Why?

Because everybody from your industry… and complementary industries will be in the one room, at the same time. Take advantage of this and network like crazy!

• Contact trade associations and publications. Ask for their assistance.

• Ask non-competing companies in your industry for help and assistance. Offer to

share anything you learn in return for their help.

Who Controls The Money? Traditionally speaking, the person who owns the database controls the money. The person with the product or service is responsible for making delivery. So each party has one and other by the “short and curlies”, so to speak. Everybody is honest. But please, keep in mind, any partner with half a brain will NOT attempt to steal from you… or take advantage. Why? For a short term gain, they’ll be jeopardizing a long-term passive income. It’s simply bad business. You’ll find most people are open and honest. Though, of course there are the isolated individual situations where you may be taken for a ride.



As with any marketing strategy, you should always test on a small limited basis. Just because you’re joint venturing with a company who has the clients that perfectly suit your product or service… it does not mean it’ll be a success. Test small and let the results speak for themselves. If the results are positive, slowly roll out your campaign… always being mindful of the results you’re attaining. That’s why you need paperwork and agreements in place before money is transacted. A final word if you’re partnering with a big fish. Consider foregoing much (if not all) of your profit on the front end to establish a relationship… and… to work the back end. Remember, these companies have spent millions to tens of millions of dollars acquiring their clients.

How You Can Make Use Of This Strategy This idea is going to make your head spin. When I first learnt about it some years ago it left me spellbound. Before I explain it however, I need you to grab a pen and paper. Now, I want you to write down everything you’ve purchased in the last two weeks. I want you to jot down items you purchased for yourself… personal care items, clothing… etc. I want you to jot anything you purchased for the house. And I also want you to make a note of your entertainment expenses – where have you gone… what did you do? Go ahead. Make a list. Come back when you’ve written everything down. Okay, I’m going to take a rough guess of your list of items. Did you purchase personal care items like toothpaste, deodorant, hair gel and so on? What about household items like detergent and groceries? Petrol? Clothing? Shoes? Jewelry? Perhaps you visited a restaurant or two… the movies… or… maybe went on a small holiday. Whatever. Ask yourself this question…

Do Other People Have A List Similar To My Own? The odds are you’ve created a fairly conventional list. How does this relate to conducting joint ventures? I’m getting to it. You’re about to find out.



Most businesses don’t have a broad view of their activities. For example, a restaurant owner sees himself in the business of serving food… a jeweler in the business of selling jewelry… an optometrist in the ‘eye business’. And so on. (In fact, they are not in those businesses. They’re in the business of marketing the products or services they sell) Yet, I submit to you… the clients of these businesses… along with purchasing food, jewelry and glasses… also purchase…

Items Similar To You! What’s wrong with a clothing boutique sending the following letter to her list of clients? Dear Mary, I am always on the lookout for ways to express my appreciation for your loyalty. I contemplated sending you a thank you card… or something similar, but that doesn’t communicate precisely how much I appreciate you as a customer. After all, it’s clients like you that have helped my husband and I raise two young boys and provide them with so many opportunities. I want to give back to you… and in a big way. To do this I’d like to introduce you to Peter Bisone – my accountant and very dear friend. You may be thinking…

Why Is A Clothing Boutique Owner Writing To Me About An Accountant? The reason is Peter has saved me tens of thousands of dollars in tax over years. He’s found scores of deductions other accountants didn’t think were possible… and… I’m sure he can do the same for anybody else. I know how difficult it is to find reliable professional services, and that’s why I’m writing to you today. As a thank you for your loyalty, I’ve bought you an hour of Peter’s time. Peter will sit down with you and give you a minimum of 6 ways… and a maximum of 15 ways to reduce your tax burden and claim greater deductions. There’s no obligation to continue with Peter, and it’s an offer exclusive to my friends. So, please call Peter’s office on XXXX-XXXX and mention this letter. There’s a consultation waiting in your name. Kindest regards,



Joanne Jones P.S. Peter’s schedule is regularly full. I suspect he’ll be inundated with calls. Phone him now in order to avoid missing out. Who knows how much extra cash you’ll end up with? I can't think of a single business that cannot make more money properly utilizing their customer base through endorsements. In this example, the boutique either receives a referral fee per client… or… a cut of profits of the clients who hire Peter on a formalized basis. The clients learn how to reduce their tax burden… without paying for the advice. The accountant attracts loads of leads… of which a percentage will remain as full paying clients… and the clothing boutique is able to expand the all important lifetime value of her clients… plus… deepen the credibility she has with them… for hardly additional work (writing a letter and sending it… which… she can leverage to her staff or a mail house) Clients will appreciate the extra time and effort. They’ll appreciate her negotiating the deal and looking out for them… and… in turn, they’ll reciprocate by referring friends to her business. Wins all around! And there’s no reason why the boutique can’t take this further and offer additional products and services such as dry cleaning, videos, mechanics, hairdressing, massages, groceries, dentists, chiropractors, gym memberships… almost any business you can imagine. Virtually anything and everything her clients have to purchase on a routine basis. After all is said and done, she turns around and negotiates agreements with all these businesses to sell her clothing to their clients! (Side note: please remember your ethical constraints with joint ventures. If you’re not allowed to receive a payment in return for an endorsement… ask your partner to donate the same value of her time/products to you. Ask your partner to help you grow your business by ‘gifting’ you tickets to seminars, and books. Ask your partner to donate money to your favorite charity) Use The Product/Services Of Joint Venture Partners To

Create A Value Packed Offer



Approach strategic alliances and ask them to donate… or… sell wholesale to you, products from their inventory. Of course, your goal should be to get to them for free. If that doesn’t work, purchase wholesale. Fellow copywriter, and friend, Chris Bloor calls it a “Circle Of Life. Here’s an example for a real estate agent: When you list your home with me, you get bonuses worth $7,250… absolutely FREE. You get:

• $1000 towards home extensions

• $1000 towards a pool installation

• $500 towards a Plasma screen television

• $500 towards roofing work

• $500 towards patio extensions

• $500 towards a new car purchase

• $500 towards bathroom renovations

• $500 for kitchen renovations

• $400 for paving

• $300 for new carpeting

• $300 for fencing

• $300 for timber Flooring

• $300 towards furniture

• $250 for 3 wheel alignments and tune-ups on your car

• $200 for a tax evaluation with my own personal accountant

• $200 for painting

• Copy of the book, “How To Be Mortgage Free In 4 Years”



• Plus… guaranteed sale within 120 days… at a price you want. If not, I’ll waive my commission and buy the house myself!

• And finally…our mortgage brokers will locate the best home loan, with the lowest

rates and repayments (including any hidden fees) in the country – 100% guaranteed! If you find a better deal, we’ll pay ALL your refinancing costs!

Isn’t that a powerful offer? Would you list your home with this real estate agent? Of course! But wait! It gets better. Each business taking part in this ‘Circle of Life’ chipped in to create a voucher booklet. Now they can use a similar offer in their own marketing campaigns to attract scores of new clients! You’ll need to partner with ambitious and entrepreneurial people, but it’s well worth the effort to be sure. If you can’t find them, approach as many individual businesses as you can and offer to donate your services/products… for free… or wholesale. Why would you do that? Because of…

Lifetime Value! It’s such an important concept… and why I taught it to you earlier. Its implications are far and wide. Remember Stefan Ackerie of Stefan’s Hair Salon fame? He gave away free style cuts to anybody who wanted them because he knew the lifetime value of his average client. You should do the same… if… the numbers stack up. So approach prospective complementary businesses and offer your products or services at wholesale… or… even free. A Sample Approach Letter To Establish Joint Ventures

The best ways to approach prospective partners is first with a letter, and then follow up with a phone call. Here’s one you can use. It’s copyright free and yours for the taking! Dear Mr. Smith, My name is {your name} of {your company}, and I have something very exciting to propose to you. Something that could make you tens of thousands of dollars for very little effort, or work on your part.



A successful business like yours no doubt has a large database of active clients. You could easily (and ethically) make a lot more money by forming a strategic alliance with me. You see, our clients are good prospects for each other’s products. I know you have spent a good deal of time, effort and money building goodwill with your clients. And if you agree to this alliance, it will help you capitalize on this asset in a way more effective than any other. If you agree, I would like to make your clients an exclusive offer, and I would like you to introduce it to them. I’ll supply you with a sample endorsement letter to put on your letterhead and stationary. This is the letter that will introduce my business to your clients. This form of endorsement marketing is a very effective way to capitalize on the great relationship you have with your clients. In return I’d be happy to split half of the profits with you. To eliminate any doubt you may have about receiving your 50%, I’d be happy if you controlled ALL the money, and paid me my share. Alternatively, orders may go through me, but you receive full auditing rights. The choice is yours. This is a great way for you to earn extra profit from your clients without the time, money and effort that it takes to create additional products; and my offer is something they will love immensely. My business is not in competition with yours, yet it’s perfectly aligned to your market. And with the exclusive offer I’m making, your clients will be grateful you ‘went out and found’ such good value for them. I will call you on Tuesday or Thursday, to discuss this in greater detail, all I ask is that you call my voice mail on (02) XXXX-XXXX, state your company name and specify the day that's best for you so we can get together and get the show on the road. Sincerely, Your Name Company name PS. If these dates are inconvenient for you, call and let me know if you’re interested. I'll arrange a time that is convenient to both of us… as this is something that will greatly benefit you.

Examples



Joint ventures don’t always have one party endorsing another, as you’ll learn in the examples below. Often it can be as simple as extending a special offer to the clients of a business. Also, with ALL the examples below, remember the relationships can always be reversed.

• Cafes can offer free coffee vouchers to businesses that share similar target markets to their own, such as local ice cream stores. Or offer to mechanics while their clients are waiting for their car to be repaired… or… offer to local businesses for their grand openings or special events.

• Car detailers could tie with car dealerships and mechanics, and give discount…

or… free introductory washes and waxing.

• ANY business can joint venture with their own list of customers or distributors! Isn’t that an innovative idea… and a near perfect way to establish an alliance? After all, everybody is known to each other… and both parties are trusted. It’s the perfect win-win. Approach your vendors and offer the services of your solicitor, CPA, financial planner, real estate agent, stockbroker or mortgage broker. In addition you can offer hard products such as jewelry, clothing, shoes, cars, newsletters… anything at all.

• What about joint venturing with your competition! How? You may have a product

that sells to the upper end of the market, which means many prospects are simply not qualified to purchase from you. Does that mean you still shouldn’t profit? Of course not. Approach a competitor who sells to the mid range market and sell… or… offer the lead to them, and receive a percentage of the sale. This would be easy to do. If your prospect says they can’t afford it (after the requisite objection handling to determine if it’s just a smoke screen, or legitimate), simply say…

“That’s fine. I understand it’s out of your price range. But you are still determined on purchasing a photocopier, at a lower price, aren’t you? Great! I have a special relationship with a dealer in (name of next suburb). He sells copiers in your price category. I refer business to him on a regular basis, as he takes extra special care of my clients. He doubles their warranty period, at no extra charge (though it normally costs $150)… plus… he provides 3 additional cases of toner refills, for free. His name is Charlie. Just hand him my card so he knows I sent you. Or, if you want to keep the sale in-house, you can try and sell your competitors copier directly from your own store… receive payment, deduct your commission and give the balance to your competitor.

• Buy the customers of a business that’s struggling in your industry. Don’t let them

go out of business without first helping salvage everything he can… and… create a win scenario for yourself. Approach them with an offer to purchase their database of clients… either for a fee, or as a percentage of the gross sales you



make from them for the remainder of their lifetime. This is of course contingent upon your competitor sending a letter to his clients endorsing your company… and recommending they send their business to you.

• Restaurants can align themselves with local businesses by offering discounts or

free gift vouchers to their clients e.g. movie theatres. Whenever you do this ensure the name of your ‘partner’ is on the voucher. When you’re trying to solicit your partner to a joint venture, have a voucher already prepared for him to see. Offer him a sample of your product or service. Restaurants can also offer the same local businesses an ‘Employee Of The Month” promotion, where one employee every month is entitled to a free lunch. Why? They’ll come along with their full paying friends! This is also a great offer as it keeps their employees happy.

• Financial services consultants can offer a free educational seminar or luncheon

exclusive for clients of the host. This is especially applicable if the clients are of a higher net worth who are used to being ‘wined and dined’.

• Exclusive high-end retailers who sell expensive jewelry, luxury cars, clothing,

travel services and the like can all joint venture. For example what’s wrong with a plastic surgeon aligning himself with a luxury car dealership? They both have similar markets. Or what about an expensive jeweler aligning himself with an accountant who specializes in offshore tax shelters?

• Would you like to add a sales force to your organization, but cannot afford the

requisite retainer or training facilities? If so, ask yourself which companies call on the businesses… or individuals you sell to that already have a sales force in place. Approach these businesses and offer a top commission to any sales made through them (note: be generous because this IS found money… money you otherwise certainly would not have had. Also, if the lifetime value of the average new client is substantial, considering foregoing most, if not all of the profit to your joint venture partner.) As an example, if I were a locksmith I’d be selling security systems, window repairs, security doors, car alarms and so on. It’s a logical next step; after all I’m already calling on these people. By the way, flip this scenario around. Do you currently have a team of sales people already in the field? If so, consider adding other company’s products/services to your own. Remember; negotiate a substantial commission based on lifetime value. If your ‘partner’ doesn’t understand this, you must educate him.

• Pool manufacturers should sell chemicals, covers and pool cleaners… either

through their own inventory or by selling the products of companies and receiving a commission. These same pool manufacturers should joint venture with real estate agents, landscapers, gardeners and painters.

• Tie in with local schools to sell vouchers for your product or services as a way

raise funds for much needed equipment. This is a great way to have hundreds… thousands… of little ‘salespeople’ out there in the field selling your business.



• An insurance broker can joint venture with an accountant and offer a $500

insurance voucher, redeemable against any premium they purchase.

• Do you have a few major suppliers? If so, ask them to pay for part, or all of your marketing expenses. Why would they do that? Because whenever you make a profit, they also make a profit!

• You can place inserts in publications or envelopes that fit into your target market.

You can piggy back their invoices

• You operate in an industry that is very competitive, and your competition is forever coming and stealing your clients because they undercut your price. You’re finding it difficult to differentiate yourself in the marketplace. You have a USP but it’s just not hitting home. What can you do? You approach your clients and say…

“Look, you’re going to be approached by my competition. They’re going to try and undercut our price by 5 or 10%. My company doesn’t play that game because we feel it devalues the product, and it tarnishes our reputation. However, I understand that cost is an important consideration for every business, including your own. To make it worthwhile and beneficial to stay with us, I want to offer you something very valuable. I’d like to help you grow your profits. If you’ll give me your business… and stay with me over time, I’ll reinvest part of my profits to help you grow your business. I’ll hire experts – tax planners, marketing specialists and lawyers to give you advice, conduct seminars, phone conferences, luncheons and so on. They’ll show you what you need to do to massively grow your profits and save on tax… at absolutely no cost. You’ll receive tickets to seminars… audiotapes… programs. You name it. To receive all this however, all I ask in return is you stay with us…and… order a minimum of $X per month… which is what you’re ordering now, anyway”.





Ask yourself…

• Who Has The Big Spenders Before Me? • Who Has The Big Spenders After Me? • Who Wants My Big Spenders? • What Do My Big Spenders Want? • Who Is The Biggest Company I Can Joint Venture With?

Make a list of all these companies Approach them with the joint venture letter above Negotiate with them and create a “Circle Of Life” Negotiate a joint venture to offer your products to their clients… and vice versa Program your contact management software to automatically notify you to conduct a joint venture once a month









TTThhheee BBBeeesssttt WWWaaayyysss TTTooo GGGeeettt TTTooonnnsss OOOfff RRReeefffeeerrrrrraaalllsss AAAnnnddd HHHooowww TTTooo

SSSyyysssttteeemmmaaatttiiicccaaallllllyyy KKKeeeeeeppp GGGeeennneeerrraaatttiiinnnggg EEEvvveeennn MMMooorrreee!!!

e all know that referrals are one of the greatest ways to get new clients and patients. In fact, it’s a dream for most businesses to passively sit by… without spending a dollar on marketing and have floods of clients enter their business.

Keep on dreaming… because it doesn’t happen very often. If you want referrals, you’ll need to follow a system. The best system I know is the EAR system. It stands for:

Earn Ask Reward

I learnt it from master marketer Dan Kennedy. The first part of this system is E for earn. One thing is for certain…

Satisfied Customers Do Not Refer! It’s not enough to have satisfied customers. You need to go way beyond that. To receive scores of referrals you must have…

Raving Fans! This all gets back to providing WOW service. You need to earn your referrals. You can’t expect them to flow through to you if your products are substandard… or if your service is sloppy and inconsistent. It just won’t happen. In fact, the most creative marketing strategies on earth will not persuade unhappy clients to give you referrals. Satisfied clients perhaps… unhappy, certainly not. Your first step is to give outstanding… almost over the top service. A question that Walt Disney used to ask himself all the time, which helped make Disneyland so successful, was…

W



How Can We Do What We Do So Well, That Our Customers Can’t Help But Tell Their Friends About Us?

You want to make the process of doing business with you… so enjoyable… so much of a joy; that clients can’t help but tell their friends. Notice I’m not even speaking about your products or services. I’m speaking about the interaction… the human interaction clients have with you and your staff. I’m speaking about making the transaction itself so pleasurable that it leaves a mark on your client. It all gets back to courtesy, and treating people with the highest level of respect. It doesn’t matter which industry you’re in… respect transcends everything. I have a rule which I allow govern my business life, and that is…

Treat Every Client As They Were My Best Friend! What I mean by this is, I obtain an image of my closest friend, and I imagine he’s asking me for help in his business. Doing this allows me to approach my work from a higher level… far beyond monetary gains. How would you treat your clients if you imagined they were your best friends? What if they were family? You would treat your clients with the highest level of respect. Always, always, always approach every transaction in your business as an act of giving… not receiving. Extend yourself over and beyond the client’s expectation levels. This is so important. Don’t overextend too far however, otherwise you may not be able to sustain that level. Extend just enough so your client says “WOW… that was great!” Do this and the next two steps are a mere formality.

The 2nd Step Is To Ask For Referrals I know this sounds simplistic, and it is. But I’m often amazed at how many business owners and managers simply do not ask for referrals. I guess it’s because they’re uncomfortable asking for help. Maybe they’re embarrassed… or… perhaps it’s because they feel they don’t deserve them. Listen: If you’re not asking for referrals on a regular basis, you’re really missing the boat. Think about it. You’ve rendered a noble service to your clients. You’ve helped them solve a problem and they have relief.



You Deserve Referrals! When is the best time to ask for referrals? The absolute best and most superior time to ask for a referral is at the time when your client praises you for your work… or… when you’ve completed the job and the results are in. If you don’t get an automatic praise, you’ll need to ask for their opinion. At this stage, if you have done a great job (not a good one), it’s the perfect time to ask for referrals. How do you ask for referrals? Well, there are loads of ways. As an example, you’re a physiotherapist. Your client came to see you because of a recurring neck pain. You manipulate her neck and provide her with some sought after relief. She’s grateful and thanks you for your help. That’s when you say… “Thanks for that. Listen… we’re trying to grow our business… and instead of spending lots of money on advertising, we’ve decided to invest back into our patients. If you have any friends, family or co-workers that suffer from recurring pain, you can introduce them to us and we’ll give them a FREE 15-minute back examination. This way we can advise them about the best course of action… and if in fact physiotherapy can help. They just need to present this letter discreetly when they come in, as this offer is unavailable to the general public.” Can you see how simple this is? People appreciate when you go that extra little more for them. At this stage, you can either ask for the referee’s name and address and enter it into the computer to process… or… you can give your patient a voucher for the back exam (with their name on it as evidence)… or… hand them a letter which explains the offer which they give to the referee. Also, you’ll want to jog their memory. In the initial stages of the script you could say… “Thanks for that. Listen… we’re trying to grow our business… and instead of spending lots of money on advertising, we’ve decided to invest back into our patients. When you’re at home, at work… or… even at a friend’s home, you may think of people you care for suffering from back pain. When you do please hand them one of these vouchers…” And you’d go into the rest of the script. This is what’s called a ‘posthypnotic command’. You need to jog your client’s memory, and give them a focus. You can’t just say, ‘give this to people who are in pain’. That’s way too broad. You need to say, “who out of your immediate family is suffering from pain?’… “Who in your extended family… cousins, uncles or aunties is suffering from pain?’… ‘Who in your department at work is suffering from pain?’… ‘Who in your close circle of friends is suffering from pain?’… and so forth. Or, you can approach it from this angle:



“Thanks for that, I really appreciate it. Listen, I’d like to give you these (hand over vouchers). They are FREE back and neck evaluations. We normally don’t do any free consultations at all because we’re so busy… but… as a service to you, if you have any friends, family or workmates that suffer from any recurring pain, give them one of these vouchers and they’re welcome to come and receive a very thorough 15-minute examination. This way we can advise them about the best course of action… and if in fact physiotherapy can help… without it costing them a cent. The vouchers expire on the 24th of November, and they must bring it in receive their consultation. Or you can send a letter. The following is for a dentist, but you can easily adapt it to suit your business: Dear Peter, I’m writing to you today to let you know about a new service we’re offering as a courtesy to our patients. For quite a while, our patients have been asking us to assist friends, acquaintances and family members who felt they could benefit from the therapeutic affect our expertise and methods achieve. We’ve decided to establish for the next 3 months, a time each week, where loyal patients like yourself can refer people they know who are unnecessarily experiencing any pain. This would be on an appointment only basis as it would be at absolutely no cost to your valued friends and family members. If somebody dear to you is currently experiencing discomfort or pain with their teeth or gums, and you believe we may be able to assist them, I suggest you contact them and say they are entitled to a no cost, no obligation consultation. We will objectively evaluate their symptoms and problems and determine whether or not we can help. If we think so, we’ll tell them of the type of procedures it would entail to restore the health of their mouth. This is a service we’re trailing. I can’t promise if we’ll continue it indefinitely, but it seems there are so many people like you who have friends or relatives they want to refer to us, and we are so busy with the practice day by day, it becomes difficult to fully accommodate them. So for the next three months, every Wednesday night between 7pm and 9pm… and… every Saturday between 1pm and 3pm we’ll sit down with anybody you refer at no cost. But it’s strictly going to be appointment only. So if you know of anyone, tell them soon because quite frankly, I expect to be inundated with phone calls as we have 2467 clients. Have them contact my office directly on XXXX-XXXX and mention your name. Sincerely,



Joe Bloggs P.S. Remember, this is only for a limited time. The most important factor in this letter is the offer. What you offer your client, and/or their friend is what is going to determine the amount of referrals you receive (outside of your WOW service, of course). So you’ll want to experiment and test many, many referral concepts. This idea can be extended to any professional services business… ranging from:

• Accountants • Mortgage brokers • Real estate agents • Dentists • Insurance brokers • Financial planners • Stock brokers • Optometrists

The common thread between all these is to offer INFORMATION – to educate the prospect… and to provide a genuine no cost consultation. The accountant can give advice on how to legally save on tax. The stockbroker can give advice on how to make money in stocks. Are you in professional services? If so, put this idea into practice. Meet with referrals during your quiet periods. Who else can use this letter and idea?

• All tradesmen – plumbers can offer plumbing and pipe audits… or… to replace all washers and valves which are worn out… for free; electricians can offer electrical safety evaluations; mechanics can offer brake tests

• All retail outlets – offer a ‘premium’ only available during quiet times

Another way to put this idea into practice is to offer free reports… or seminars… exclusive for friends and relatives of your clients. This is especially effective if you genuinely don’t have spare time to provide free consultations. (Note: please be mindful of your ethical constraints. If you can’t give away free consultations, the free report is a perfect solution. Alternatively, you can also offer steeply discounted services).

Other Ways To Ask For Referrals



Give A Reward You can reward your referee with additional bonuses, extended warranties, movie tickets, dinner for two, future discounts… even a cash incentive, just for giving referrals. Use Gift Certificate Vouchers Hand out referral gift vouchers… as in the physiotherapy example above. Place the client’s name on these vouchers so you can track where referrals are coming from… but also to create the impression they are a gift from your client. Also, leave a space for an expiration date to create urgency and scarcity. Who can use this idea? Mechanics can offer free wheel alignments… plumbers can offer plumbing inspections and audits… all medical related professionals can either give a free consultation (if not restricted by ethical constraints)… a discount service… or free information such as an audio report/tape or book. Clothing stores can offer discounts for clothes, or even a fashion audit where clients are advised on the most flattering colors and designs for their body shape. Printers can extend special offers on business cards. Remember, you can also joint venture with companies and have them offer their product or services for free… or at a steep discount. Use this as your offer. Make It Compulsory Make it a compulsory part of doing business with you. I know it sounds ridiculous, but hear me out. This is especially effective if you have an in-demand product or service. State from the onset, as a condition of doing business with you, clients need to refer 5 friends. Clearly you’d be very tactful about it. In fact, here’s what you say: “If we perform to these standards, and solve your problem, will you favor us with 5 referrals?” So, at the very beginning clients know what they’re in for. Businesses that constantly solve problems (chiropractors, naturopaths, and mechanics) again can use this idea very, very well. Get Their Rolodex Here is the most powerful referral strategy I know of. It’s especially applicable to slightly higher transactions… a few hundred dollars. You can get up to 100 referrals in one sitting with this idea and works best with clients who have really benefited from your product or service.



All consultants can very effectively use this in their business (accountants, real estate agents, financial planners etc.). All direct salespeople… and… even plumbers, bathroom renovators, moving companies and so forth. Having said that, I doubt there’s any business that couldn’t benefit from this strategy. If you’re in direct sales you WILL really want to hear this. It’s all got to do with re-associating the value of your service to the client… and going beyond asking for a few referrals… to… having them open their entire Rolodex! I know it may sound overboard but what wait until you hear it. (By the way, remember how I told you how Brad Cooper’s FAI Home Security sales consultants used to average 11.3 referrals per client? This is the strategy their top salespeople used). Here’s what you do. After you’ve completed the sale… or… at an appropriate time when the client sees evidence your product or service is impeccable, and has praised you for extending yourself so far (for some products or services this may be at the time of sale. For others it may be one to three months into the future)… you make your client relive the positive emotions associated with your product. You explain the benefits and how it’ll impact their life in the future (this is an NLP process called ‘future pacing’). Basically, you have them imagine all the wonderful experiences and emotions your product is going to give them in the future. As they are feeling these emotions you ask a question like, “If there were some friends, associates or family members you know who could benefit in the same way you have, would you be interested in letting some of them know?” This gets the client to say yes to a general idea or concept. And then you say, “You probably know a lot more people than you realize. Tell me, where do you keep your names?” And the client may respond “in my address book”… or… “In my planner”… and then you say the next 5 words…

“Let’s Start With The As”. This is a very powerful process. How do I know? Because I was introduced to it through first hand experience! I purchased an FAI Home Security system… and this is exactly what happened to me! I’m not kidding. I was reminded of this technique recently when it was mentioned on a Jay Abraham audiotape. I actually forgot about this method all these years! But boy does it work.



And let me tell you, I don’t give the names of my friends or relatives out to just anybody. In fact, I’m quite a scrooge when it comes to referrals. Before I knew it however, I was actually going through my contact list, letter by letter… and…

I Loved It! Let me explain. When your client shuffles through their Rolodex they pick up momentum and get all excited. This is what happened to me. I got into the mode of giving referrals… so I tried my hardest to give as many as I could. FAI gave me a great offer, with loads of free bonuses. I felt special… so I gave in return. This is a great strategy. Use it in your business. Don’t feel like your being pushy. Remember, if your client has truly benefited and feels taken care of, she WILL reciprocate. So what’s the next step? You’ve just received 43 referrals with this strategy. What’s the best way to contact them? Before I give you an answer, think about it for the moment. What have learnt so far? How could you apply what you’ve learnt in this program to answer the question effectively? Well, if your client feels really taken care of… and she’s benefited, what else should you be asking for? That’s right…

A Testimonial! You get a testimonial. Think about this for the moment: why can’t this testimonial be used as the basis for a cover letter to introduce you and your product? Isn’t that a great idea?! Now you say to your prospect… “Obviously I can’t get you to contact each of these people on this list because it will take you too long. It would be much better, and I’d appreciate it, if we can send them a letter, basically reiterating how you benefited. I’ll write the letter, but it’ll come from you. Of course, you’ll approve anything I write before it’s sent out.” If you’re on the ball, you’ll notice this has now become a joint venture! You can also choose to use the endorsement letter in the joint venture chapter to approach the referrals. The key with referrals is to get into the habit when clients praise you or your product in any way…

To Ask For Names! Remember, you’ve extended yourself. Clients will be willing to give them to you.



There’s a postscript to my FAI story. They screwed up. I never referred anybody else to them ever, ever again. Why? Because they didn’t implement the final step… and that is…

Reward Referrals Let me ask you: how do you feel when you do a favor for a friend… you’ve extended yourself… and… you DON’T receive a thank you in return? You feel resentful don’t you? Sort of like you wasted your time… and… regret putting yourself out. Isn’t that true? Well, the same applies with referrals. If any of your clients give you a referral…

You MUST Reward Them! Remember, anything you reinforce you get more of. When you reward the behavior of referrals… you get more in turn! And how do you reward referrals? Oh, I don’t know… can you pick up a phone and say…

Thank You? Can you drop a letter in the mail and say you appreciate their kind assistance and that you’ll do your best to help their friend out with their problem? Can you send a dessert… or… cheesecake? Often this is all that’s required. I’m not kidding. Again, you can also give:

• Movie tickets • Chocolates • Whiskey • Wine • Theatre Tickets • Dinner for two at a nice restaurant • You could even give away a holiday!

The magnitude of the gift you give in return is a function of the importance… and value (both financial and personally) of the referral. This is very important, so please don’t



forget. If a client gives you a referral worth $30,000… would you only reward her with a bottle of whisky? Relative to the value of the referral, it doesn’t look like much. It’s a decision for you. Remember, you need to first GIVE… in order to RECEIVE. It’s a spiritual law and it’s a law of doing business. But make sure…

Give It A Personal Touch Because That’s What Matters Most!

Give back to your clients, and they in turn will continue to give to you!



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Tick when complete:

Make a list of all the different times you can ask for referrals – before the sale (as a condition of doing business)… at the time of sale… a week after the sale… and even 3 months after the sale. You can also ask during follow up services and repairs

Decide which referral systems you want to test in your business

Program your contact management software to automatically notify you to test each referral system

Get into the habit of asking for referrals whenever your client has a ‘peak experience’ with your product or service









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t’s infinitely more powerful when the media does a story on you or your company, than it is to place an advertisement.

To put it another way, media stories out pull advertisements hands down virtually all the time. Why? Because you have third party endorsement. You have, what publicity whiz Paul Hartunian calls “The Halo Effect”. Instead of saying good things about yourself… the journalist or reporter is doing that for you. And it stands to reason if he or she is willing to do a story on your business, you must have loads of credibility.

The Secrets To Getting Lots Of Publicity If there is one common thread in ALL news stories, it’s the fact it’s about…

Something New! That’s why it’s called NEWS. That’s why the papers are called NEWSpapers! Something recent has happened. Most business owners try to push their product or service on the media… in the expectation they’ll get an abundance of coverage. Nothing could be further from the truth. There is one reason… and one reason only the media will do a story on your or your business. That is…

If You Make An Interesting Story! There’s no other reason. Think about it. The media are in a constant battle for readership and ratings. The only way to maintain their position… or improve it is by offering interesting stories. You’ve got to have an angle… a unique angle that captures people’s attention. To understand how this is done, I recommend you closely inspect newspapers and magazines… and… current affairs programs.

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You’ll begin to get a handle on the types of stories that obtain scores of publicity.

Interesting News Angles You Can Use To Gain Loads Of Coverage!

Human Interest Angle: This is usually about somebody who has overcome some sort of adversity or challenge. Or about a person who is performing some sort of civic work for the community. Essentially, it’s an interesting glimpse of a person’s life that is either heartwarming or upsetting. Do you have a client or clients that have a personal story to tell? If so, you can get news coverage out of it. Just flick on any current affairs program and virtually all their stories are about a person’s life – how they lost weight… how they became rich… how they overcame adversity, and so on. Every business, irrespective of industry can use this as an angle.

Offer “How To” Information Offer useful information and share it with people. If you’re a personal trainer, write a report… or better yet, a book titled, “How To Lose All The Weight You Want… And Keep It Off Forever!” Send a media release that details 5 or 10 tips the average person can use to lose their weight. Offer to write a series of articles in their publications. Tell radio stations you’ll educate and entertain their listeners with insightful and interesting information… information they can put to use in their lives immediately. How do you profit if you’re giving information away? Easy, when you titillate and provide useful information, listeners and readers will seek out your book, and purchase it! If you direct sell your book (that is, only purchase it through you), you’ll start to build a database of loyal clients. In this way, you can back end sell additional products! What if you’re just a local business? How can you make this work? Restaurants can offer tips on effective cooking… veterinarians can offer tips on keeping a dog or cat healthy… gardeners can offer gardening tips, etc., etc.,



Here’s a sample article I wrote for my consulting business: ----------------------------------------------------------------

How To Guarantee Your New Business Will Be A Money Making Success!

By Alexi Neocleous

Alexi Neocleous here of http://www.kaizenmarketingsystem.com Would you like to learn the secret to business success? If so, read on. I call it The Ultimate Success Formula. How is a new business venture normally undertaken? Somebody gets an idea for a product or service and then proceeds to ‘set up shop’. Money is spent on printing, shop fitting, rental and so on. Only after all this has occurred is the…

Search For Somebody To Sell To Is Undertaken! This is the normal process. Keep in mind, 80% of businesses fail in the first 5 years. This procedure is seriously flawed and I’ll explain why shortly. A better way is to research your market before money is committed to premises… developing product… printing… overheads and labor costs. It’s much better to first ascertain what people WANT to buy… and then… structure operations so they buy from YOU! Seek to identify and exploit a niche. A niche left unturned by the market. Do this… and lo and behold…

You Have The Foundation Of A Successful Business! Let’s face it. If there’s no market for the product or service you’re selling, you can have the prettiest brochures… an ideal location, with the brightest staff in the world… and… not make a dollar. Isolate a market. Ask them questions. Find out what they wish to buy, and then give it to them. Can you see the difference between the two approaches?



The conventional method of first setting up shop and then determining if the market even wants the product or service involves a great deal of risk. Often serious money is invested only to discover the idea is a sure loser. I don’t like risk. I’m all about little to no risk, with infinite upside potential. The second approach… The Ultimate Success Formula… is an almost guaranteed way to succeed! This is because you’ve already determined what the market WANTS to buy. You then build and tailor your product/service around your customers or clients wants. Find out what they want to buy and then arrange for them to buy it from you. Isn’t that simple? That’s why I call it The Ultimate Success Formula. I didn’t invent it. Mail order millionaires have been doing it for years. In fact, it’s the secret to their success. So… get your mind off product, and…

Onto The Market! The market is what it’s all about. Great products are everywhere. Don’t search for products. Search for markets that are hungry… no… starving! Design your product or service around their demands and you’ve got a winner. It’s called matching the product to the market. What could be simpler? How do you find out the market’s wants? Conduct a survey. Sit nose to nose or toes to toes with as many prospects as you can, and ask them questions. No need to get bogged down in too many details. Keep it simple. Ask what they want. You can also do this by mail, email or the telephone. It’s all the same. From these questions, you’ll soon see a pattern emerge. Three things will happen from this survey:

1. You’ll decide to introduce a small sample of the product to the market 2. You’ll decide not to introduce the product to the market 3. You’ll discover alternative opportunities not yet being taken advantage of

Can you see why it’s so important to ask your prospects before you commit? I hope so. Let’s change focus now. Have you ever been told to sell products/services people need? I’m sure you have.



I believe doing so is a sure fire way to bankruptcy! Why? Because people don’t buy what they need…

They Buy What They WANT! Have you ever tried to sell something to somebody that needed your product, yet still didn’t make the sale? If you’ve ever been in direct sales you’ll know it happens all the time. You didn’t make the sale because the prospects didn’t WANT your product! For example, we all need to eat fruits and vegetables. And we all need regular exercise to remain fit and healthy. But how many of us actually eat well and exercise regularly? Not many based upon recent obesity, cholesterol and heart disease statistics. Why? For the plain reason most of us don’t WANT to exercise! Isn’t that true? I visited the Spanish Islands last summer. I’m fairly serious about my health. I exercise nearly everyday, meditate and am a vegetarian. Anyway, I was preparing for my usual sunset jog one afternoon on my holiday. I invited a ‘portly’ friend of mine to join me. I promised we’d take it easy. He said no. He couldn’t understand how I’d be exercising on a holiday. To him, exercise is work. And on a holiday you’re not supposed to work. Of course he knew exercise is a good thing for him. He knew it was something he needed. However, he didn’t WANT to exercise. There was nothing I could do to persuade him. I jogged by myself… once again. What’s the moral of the story? You cannot make a person do something they do not want to do. And that means purchase your product or service. --------------------------------- Alexi Neocleous is a results only marketing specialist and business coach. He’s the creator of “The Kaizen Marketing System! An Incredible Formula That Doubles Your Profits In 180 Days Or Less”… which is, 100% guaranteed! For a free report titled “How To Multiply Your Business Profits”, go to his website homepage at http://www.kaizenmarketingsystem.com



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Tie In With A Charity This is always a great way get coverage. If I owned a café, I’d donate all my coffee sales for a day… or even a few days to a charity. I’d have big, colorful balloons outside my store and solicit help from volunteers of the charity to do letter box drops and approach local businesses. What’s the benefit to me as an owner if I’m not making sales? I’ll get loads of coverage… I’ll build my mailing list. Plus, I’ll be able to up sell my customers at the point of purchase to muffins, desserts, ice creams, cakes… you name it! All in all, it could turn out to be a profitable event! Choose a high profile charity and one willing to support you in your goals… and… choose a charity that is highly visible in the community. Let’s face facts: it’s nice to give back, but you ARE a business… and you’re goal is to get free publicity. You’ll be surprised how forthcoming many charities will be. Pick up the phone and give them a call. Ensure you get as much assistance from them as you can.

Tie In With Current News If I was an accountant and wanted to get coverage, one of the greatest chances I have is the end of financial year… when people are submitting tax returns. I’d send out a press release titled 9 Secret Strategies That Can Save You Thousands In Tax This Year! I’d list the strategies that can help people with their tax burden in brief bullet form… and at the end of the release… offer a FREE report detailing the strategies in greater length. I’d contact radio stations and give free advice to anybody willing to listen! Whenever a hot story is broken in my field of expertise… irrespective of time of year, I’d contact the media to offer a comment. This is also tying in with current news.

Conduct Surveys Conduct surveys of your clients and prospects and submit the results to targeted publications. Couldn’t a dry cleaner do a survey of the most common stains people have on their clothes? Why can’t a chiropractor do a survey on the most common causes of back pain?



The media love to quote surveys. So give them what they want. You can get extra mileage out of this, again by offering ‘how to’ information… which ties into the survey. For example, the chiropractor can write an article… or series of articles on how to prevent neck pain. Or the dry cleaner can write an article on how to prevent and minimize staining on clothing. Can you see how it all ties in? Try and make your surveys interesting. For example Jeffrey Sussman got loads of publicity for Check-a-Mate Investigations about how their investigators noticed men, who most often cheat on woman, are short. The basis of this was because of their reduced stature (and implied lower self esteem) they’d cheat to boost their confidence. This was coupled with, because of their height; they could more easily sneak around without being noticed! What a great news angle! Here’s an excerpt of page 3 of his wonderful book Power Promoting: How To Market Your Business To The Top!

“After that, we decided that there were unusual cases that would generate a considerable amount of publicity. On a regular basis, I wrote and disseminated press releases with such headlines as “Adultery On The Rise,” “Short Men Cheat More Than Tall Men,” “The AIDS Police,” “Check-a-Mate Angels Nail Cheating Spouses,” “80-Year-Old Casanova”, “This Hon For Hire,” and many more… … The New York Times for example, ran a story that stated, “There arrived a press release with a most alarming headline: ‘Adultery On The Rise.” It said two private detectives who operate a business called Check-a-Mate, calculate that spousal cheating, even in this age of AIDS, is increasing. Specifically, by 5 to 10 percent a year.”

Notice how many of these headlines are merely interesting facts… resulting from their own day-to-day business experiences. Virtually all are human-interest angles!

Tie In With A Celebrity This will always get you loads of coverage too. Also in his book, Sussman talks about how he consulted to The World Almanac & Book Of Facts. Every year The Almanac runs a contest for junior high school students. It’s called the Heroes of Young America.



One year, when he was president, Ronald Reagan made it to the list. Sussman contacted the White House press office and said The Almanac would like to give President Reagan a plaque, in the White House, because he had been chosen as a Hero of Young America. It would be beneficial to the president as it was an election year, and wonderful exposure for The Almanac. The White House agreed… and… along with other media efforts The Almanac topped the list on The New York Times bestseller list!

Create Special Events That Benefit The Local Community

Strictly speaking, the best chance you have of getting coverage is to target local media outlets. Local outlets are always on the search for interesting information… that impacts their readers – the local market. When you seek to obtain statewide, or even nationwide coverage you’re competing against numerous other people vying for the same coverage. It’s easier to simply target the local media. But to do this you MUST have a local angle. One of the best ways to do so is by profiling a local client who benefited from your product or service… and then… send a media release to local media sources based on this ‘human interest’ story.

Make A Prediction Predictions are controversial and the media love to quote people with fortune telling abilities! The chiropractor can make a prediction about back pain, and how he feels it will become more prolific amongst sedentary people because of their lack of exercise.

Be Controversial… Do Wacky Things! Do something fun and crazy – examples… pie eating contest for bakeries… all you can eat for pizza… or… pizza throwing contest… tests of strength or endurance for a gymnasium… computer game contests for computer stores… fastest rate of jigsaw puzzle assemblies for a hobby shop… and so on. Here’s a fool proof way to think of great wacky ideas to get publicity…



Check The Guinness Book of World Records! Flick through this amazing book and find some records that are conducive to the product or service you sell. Hold a competition where people shoot for the local record. This will get your business heaps of publicity. And you may even wish to tie in with a charity… or… celebrity to boot and get even more mileage out of it. Paul Krupin, owner of Imediafax and one of America’s best know publicists believes the secret to gaining loads of publicity is summed up in the following formula:

Tell Me A Story, Give Me A Local News Angle, And Then Touch My Heart (Make Me Laugh Or Cry), Make My Stomach Churn (With Horror Or Fear), Hit Me In My Pocketbook, Or Grab My Gonads.

All in 30 seconds on one page! Notice this formula touches upon many of the ideas I just explained to you. After all is said and done, keep a record of all your media efforts – newspaper and magazine articles, radio interviews and even television show appearances. Use these as reprints and send them to your clients. Bundle it in with your sales materials because it will dramatically boost your conversion rate. Send it to prospective joint venture partners (especially the big fish who you’re trying to bag) as evidence of your credibility. Have them framed and placed up in your store. Play the radio interviews on your “on hold” telephone message. Bundle them all together and create a booklet, as evidence. If you have a waiting room, play any television interviews while your patients wait for their consultation.

How To Multiply The Chances Of Getting Coverage You can multiply your odds markedly by following up with a phone call. In this way you can restate the main them of your press release… and… the journalist or reporter can seek clarification and ask additional questions. When you follow up, do not say, “I’m just calling to make sure you received my press release”. This only shows you’re a novice. Instead you need to determine if you ARE indeed speaking to the right person. Ask if you’re speaking to the right person. Be mindful of time. Reporters are extremely busy.



You want to say what you have to say… say it, and be done. Babbling on unnecessarily will only cause irritation. Check if they’ve got a few minutes to spare. If so, go into the details of your release… and…

Why It Would Be Of Benefit To Their Readers… Listeners Or Viewers! Remember if you get coverage it will only be because the media believes their readers will be interested in hearing about you. There’s no other reason. So you must talk from the reporter’s perspective. And remember; thank the media if you do get coverage… it’s essential for your future media prospects. After all, it isn’t difficult to show gratitude.





Grab a copy of The Guinness Book Of World Records. It can be a current edition… or a previous. It doesn’t matter. Scan through the book and locate achievements and interesting facts that relate to your business

When you found the ideal record, contact the local media and inform them you’re having a competition for the winner of your local contest. Offer a great first prize (donated by a joint venture partner who is co-sponsoring the event)

Create reprints of any press you obtain and send that to clients, prospects and current and prospective joint venture partners

Program your contact management software to automatically notify you to seek PR at least once a month

Keep abreast of all major news. Tie in special promotions to this news whenever possible









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’m going to now talk about the importance of direct mail. The subject of direct mail is enormous… and there are many, many good books on the market.

Perhaps the most profitable thing you can do for your business is have a…

Killer Sales Letter! In the U.S over 95% of businesses do not use a sales letter to sell their products or services. In Australia I’d say the figure is up around 98%. To me as an advertising guy, it truly amazes me because I understand the power… the awesome effectiveness of a well-written direct response sales letter. Given only 2% of business owners make use of them, it’s clear there needs to be some education about this. A sales letter has the ability to literally transform your business overnight!

How You Can Use A Sales Letter In Your Business

1. To obtain new customers. 2. To qualify your prospects… so when a sales representative heads out to see them

(or vice versa) precious labor time is not wasted speaking to a prospect unlikely to buy.

3. To re-activate past customers. If a customer hasn’t returned for some time a sales letter with a great offer can entice them to return.

4. To move extra stock wasting away on your shelves 5. To announce a sale or special offer 6. To garner referrals and encourage word of mouth marketing.

I can go on and on about this… literally. Suffice to say, if you don’t have sales letters working in your business… right now… you’re costing yourself certainly tens of thousands and possibly hundreds of thousands of dollars per year. I am not exaggerating. There’s no business that cannot benefit from using sales letters – hairdressers, restaurants, locksmiths, manufacturers, clothing shops, florists, mechanics, car dealers, real estate

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agents, dentists, chiropractors… and even petrol stations have an untapped goldmine sitting right beneath their feet! Here’s a sample sales letter for a dry cleaner. Examine its utter simplicity! ----------------------------------------------------------------

Mr. Samuels Receives a 50% Discount On His Dry Cleaning!

Dear Mr. Samuels, I was told you visited my store yesterday for the first time. My customers are important to me, so I’m writing to personally thank you for your first visit… and to ask you to come back soon. To make it inviting to return, I’d like to extend to you a very special offer. Next time you need any clothes dry cleaned, place them in a bag along with this letter and drop them off on your next visit. When you do, I’ll personally take…

50% Off The Regular Price! This discount is time unlimited. You can bring in your clothes a week from now… a month from now, or even 3 months. It doesn’t matter. Either way I’ll honor my commitment. Why am I being so generous? Simply because I want you to experience the quality of work we do, how quickly we can have your order ready and how bright we’ll make your clothes look. I know from experience if you return for a second visit, you’ll think of Charlie’s Dry Cleaning whenever you need a dry cleaning service. Since there’s a strong chance you’ll come back to me again and again, this discount is a small investment in you. Sincerely, Charlie Jones Owner P.S. There’s no limit to the amount of garments you can bring in. --------------------------------------- The subject of direct mail is very extensive and diverse. So in this chapter I’m only going to focus on a particular aspect of direct mail that virtually every business overlooks. That is…



Continued Follow Up!

This is called multi-step marketing. One of the main reasons direct mail fails for so many businesses is because they do ‘one shot mailing’. The days of obtaining an order with a single effort is rapidly diminishing. Nowadays you need to follow up with continuous sales messages – postcards, phone calls, reprinted media articles and so on. Let me explain. A prospect wants a quote… or… additional information about a product or service. So a sales letter is sent out (by the way, I use the term sales letter very loosely because most business owners have not even the slightest clue of how to write a sales letter that sells. For this illustration however, I’ll let it stick). So a letter is sent out… and maybe, though unlikely, there’s a follow up phone call. And that’s essentially it. Do you do one-shot mailings in your business? If so, you’re leaving A LOT of money on the table. If you send out a sales letter… and the letter pulls, say 1%… of the 99% that do not respond… 5-10% (maybe more) will be thinking about purchasing your product or service… but have decided not to take immediate action. After the initial contact, you should send out a follow up letter with the headline…

Second Notice The body should say… “About two weeks ago we sent you a letter about (name of product/service). For some reason you decided not to respond. I’m writing to you today to extend the offer once again…” And then you go into the benefits. You’d restate the USP and extend a time limited offer. If the copy is written well, you will persuade a percentage of that 5-10% to send you money and order your product! Surprisingly enough, the response rate on the second letter can be higher than the first because people have had time to think about it! Now that you’ve sent two letters to your prospect, you should send a third and final letter. The headline saying…

Final Notice



This third builds on the foundation of the first and the second… and… essentially reiterates the selling message and extends the offer one last time. Having said that, you should also test longer sequences of mailing. I’ve used three as an illustrative example, as it’s the most common. But don’t take my word for it. As I’ve said before, nothing is set in concrete. There are no hard and fast rules in the world of marketing. Only guidelines. Please understand, just because somebody has not responded the first time, it doesn’t mean they’re not interested. We all lead busy lives. Imagine if you will, your prospect has just arrived home from work… he’s tired and opens the letter (standing over the rubbish bin I might add… ready and willing to throw ANYTHING that doesn’t grab his attention!). He opens your envelope, reads the headline, turns to the P.S and does one of two things:

1. Throws it away 2. Stops and pauses.

If he stops and pauses, you’ve now got between 5 and 20 seconds to get him into your sales letter. If not…

It’s Toast! If he’s still holding it after 20 seconds, he’ll be saying to himself “This look interesting. I should sit down and read this… BUT… before I do… little Timmy needs a bath. I’ll read it later.” The sales letter is placed on the kitchen bench and mentally filed away. Then, his wife arrives home and places a newspaper on the bench… on top of the sales letter. The next morning, she’s doing a quick tidy up in the kitchen before work… and mistakenly…

Throws The Sales Letter Into The Trash Along With All The Other ‘Junk Mail’!

If you don’t send a second or third letter… you’ve just lost an interested prospect. So a second letter is sent in the mail and prompts the prospect of the first contact. The headline says…

Second Notice



He thinks, “What’s this second notice about? Oh yeah, I forgot, it’s about that (name of product). I’d better sit down and read this.” Then, he gets disturbed… and…

You Know The Rest!

Finally, a third letter goes out, with the headline…

Third and Final Notice It’s D-day. He says to his wife, “Darling, remember that (name of product) I mentioned a few weeks ago. They’ve sent me a third and final offer. I really should buy it you know… I read some information about it before and it does sound interesting. What do you think? It’s pretty expensive, but I’ve heard good reports. Also, they offer a money back guarantee. If I’m not happy with it, I can return it.” Multi-step sequencing is a practice that almost no business employs… yet it is so simple. Use it in your business right away.

An Example Second And Third Notice Letter Here’s a sample of the 2nd and 3rd sequence letter for the dry cleaner above. You’ll be able to use these letters as templates for your own business. -----------------------------------

Second Notice! Dear Mr. Samuels, A couple of weeks ago, I sent you an offer to receive a 50% discount on your next dry cleaning. I also said you can bring in as much dry cleaning as you wish and I’ll still honor my commitment. My records show you haven’t dropped your clothes off. So in order to ensure you don’t miss out I’ve sent this letter to you. You’re welcome to bring in as many clothes as you wish… any time in the future, and you’ll receive a substantial 50% discount.



This is my way earning your trust and loyalty. I know once you smell the wonderful freshness of your clothes… and see the brightness and color; you’ll want to come back over and over again. Kind regards, Charlie Jones P.S. Here’s what some of my clients have to say: (testimonial) (testimonial) (testimonial)

------------------------------------

Third And Final Notice

Re: Do I Have To Send Out A Search Party? Dear Mr. Samuels, Over the last few weeks I’ve sent you two letters about our special 50% discount dry cleaning offer. I asked you to bundle up as many clothes as you wish and you’ll receive this massive discount. Where have you been hiding? I can only assume at this time you do not need any dry cleaning. That’s fine. Please hold onto any one of the three letters I’ve sent you. When you are ready, simply bring one in and you’ll receive the discount. Kind regards, Charlie Jones ------------------------------- In addition, you can also combine the use of sales letters with pre delivery phone calls, postcards, newsletters and invitation to free seminars.



The choices are infinite. Personally I only ever stop following up on prospects and clients when they’ve specifically opted out… and not before.

Resources Writing persuasive sales letters and adverts is both art and science. There are many good products on the market you should purchase if you wish to become proficient at it (which I HIGHLY recommend!). Before you purchase any marketing or copywriting resource, you must check out Michael Senoff’s, http://www.hardtofindseminars.com. You’ll save hundreds… even thousands of dollars. Any products by Dan Kennedy, especially The Ultimate Sales Letter and Copywriting Seminar In A Box – http://www.dankennedy.com Check out Gary Halbert’s site at http://www.thegaryhalbertletter.com. Gary has presently uploaded approximately 50% of his newsletters for free, to anybody who is interested. You must check these out… they’re amazing. In my opinion, Gary is the greatest copywriter ever. Inside Secrets of Advertising by Brett McFall – Brett is one of Australia’s leading copywriters and one of the nicest guys I’ve ever met. Get his program by phoning him direct on 61 2 4954 1060. Also check out his website at http://www.adsecretsrevealed.com Any products by Joe Vitale – go to http://www.mrfire.com And of course, any products by the world’s greatest marketer, Jay Abraham – http://www.abraham.com





Create a 2nd and 3rd notice letter using the templates above

Program your contact management software to automatically notify you when to send a 2nd and 3rd notice









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SSSaaallleeesss MMMaaaccchhhiiinnneee!!!

’ve spent a lot of time researching for my own website. I made a lot of mistakes… and hit many dead ends.

I believe I can offer some ways to save you loads of time… and improve your results. The area of web marketing is enormous. While preparing the outline for this chapter I needed to decide which aspects of web marketing I was going to focus on… and which I was not. It’s an impossible task for me to include everything I know about this topic in one chapter. So I asked myself, “What is it my readers NEED to know? What is it they all have in common?” From these two questions sprung a number of answers, most significantly…

Most Of My Readers Own Traditional Offline Businesses Across Diverse Industries. They Need To Know How To Get Their Business Online And Make It A Success!

Let’s begin. First, you need to understand the web is just a medium of communication. Just like the yellow pages, radio, trade publications or television. It’s just a medium to communicate a message (or in our case, a sales message). Granted it is the greatest direct response medium since the creation of man… but… there are still tried and proven principles you need to adhere to if you wish to make your website a success.

What Is The Purpose Of A Website?

You should have a website for two reasons only:

• To sell your products or services… or… if you can’t transact a sale immediately…

I



• To collect the names of prospects interested in your products or services, so you can sell to them at a later point in time.

As far as a business is concerned, there’s no other reason to have a website. Websites are not meant to be an outlet for creative design… and their goal is not to score loads of ‘hits’ (that is, the amount of visitors to a website). You can’t pay bills with hits. You need a website that makes money. It’s that simple. Most prospects do NOT purchase on their first visit. So you need to have a system in place to capture names and email addresses of your prospects. In this way you can send follow up messages which sell them on your product or service… and which position you in a more positive light. These are called autoresponders, and I’ll talk more about them shortly.

What Should Be On The Home Page?

I’m going to shock you now. The only thing that should be on the home page of your website should be…

A Killer Sales Letter! That’s right. As I said earlier, the Internet is a medium of communication. As such, when prospects get to your website, you must communicate your message to them with a sales letter. This means talking about your USP… track record… free bonuses and testimonials. In large part, why they should buy from you! I spend a lot of time surfing the web each week… for professional research, and it’s rare that I see a sales letter on the home page of a website. If I do, it’s because the owner of site is knowledgeable about direct response advertising. The only time there’s an exception to this, is if the home page has a few introductory comments from the owner, and gives a brief overview. In the overview, he or she provides a link to a sales letter. At most, the sales letter is one click away from the home page. You don’t want to make your prospect wait too long, that’s for sure. It’s your sales letter that’s going to do the selling. Don’t make it hard for them to find it!

What Colors Should Be On Your Website?



Simplicity is the order of the day. Research has shown you should only have three colors on your website…

Red, Blue and Black! Why only these three colors? The answer is simple: it’s easier to read! Some direct response web marketers also use bright yellow to highlight parts of their text, to emphasize power words and phrases. As long as it’s not overboard, this is usually okay. The problem with many websites is some creative web designer has decided to pour all their talent into the design… and the result is a difficult to read website. Sure, it may look pretty… but often it doesn’t get results, which is what we’re after. Keep the design of your website simple.

How To Collect Your Prospects Details Most of your prospects will not place an order on their first visit to your site. Just as in offline marketing, you need to have a mechanism in place that allows you to capture your prospects personal details. Let me state categorically, it is IMPERATIVE you capture your prospect’s names. You don’t really have a choice in the matter (unless you don’t want your site to be a success). There are just too many choices online now. People’s attention span is very short. As such, before they leave your site, grab their details so you can follow up. How can you get their details?

• Offer a free e-zine (electronic newsletter) on your subject

• Offer a 3 day or 5 day e-course on your subject of expertise

• The opportunity to receive a free download of information from your website… maybe an e-book, or e-report

• Make it compulsory to view information on your website the prospect must

provide their details.

• Send your sales letter offline… and unavailable on the web. In this way, the prospect must provide you with his or her details

• Simply offer to keep them abreast of new offers from you. In return you need

their personal details



The most common, and often the best way is the first – a free e-zine. Just like writing an offline newsletter, you can write an online newsletter. On my website, I cover all bases. I offer a free e-zine… plus a free download of a chapter from The Kaizen Marketing System! (Side note: Have you subscribed to my free e-zine yet? If not, you should because it’s how I keep in contact with my clients. Every month (but usually more often) I reveal loads of killer marketing tactics and strategies to expand your business profits. If you haven’t subscribed, click here). A free e-zine is a great idea because you’ll be constantly before your prospect. If you provide worthwhile information, they’ll be grateful. There are free e-zines I subscribe to which I cannot wait to receive. The content is truly amazing. So whenever they make an offer for me to purchase, I’m ALWAYS eager to read what they have to say. What can you include in your e-zine? “How to” information! People love to be educated... to be shown how to do things. An e-zine is actually really easy to create. Why? Because you don’t have to write much of it yourself! You can have other authors contribute to your e-zine. Do a Yahoo! or Google search on your topic and you’re bound to find loads of articles and information written by other people. When you’ve found something of interest, send an email to the author and ask if they’d like to contribute to your e-zine. They’ll say yes because it’s free coverage for them It’s that simple! Often you don’t even have to ask for permission (provided you keep the resource box at the bottom of the article)

How To Communicate To Your Prospects If you are going to write an e-zine… and… if you’d like your website to actually make a lot of money, you’ll need to be able to communicate to your prospects. To do this you’ll need an autoresponder. An autoresponder is a really simple mechanism. Just like fax on demand services, where you send a blank message to a machine… and… receive a fax in response. With an autoresponder, a blank email is sent to it and information is sent back to the prospect.



For example, let’s say a prospect wishes to subscribe to your free 3 day e-course. On your website, you have a field for his email address. He enters his email address into this field and presses submit. A blank email will now be sent to your autoresponder… which… in turn prompts the autoresponder to ‘automatically respond’ with the free 3 day e-course. It’s pretty much that simple. You don’t have to do anything yourself, it all happens automatically. The best way for you to learn how to use them is to try them for yourself. Here’s a site you can trial for free (at the time of writing)

http://www.aweber.com Experience them for yourself. They’re really easy! In addition to automatically responding to requests for more information, autoresponders allow you to broadcast information to your prospects and clients. If you have a new product… special offer or new service, in a few short minutes you can send an automatic broadcast to your prospects. I’ve setup an autoresponder with my free chapter download. This has now become my automatic salesperson, and it’s great. After receiving a download, my prospects receive 4 emails over four days, and these emails are nothing more than my sales letter on my home page broken up into 4 parts! Click here and subscribe to that autoresponder to see how they work.

How To Collect The Names Of Your Prospects There are two main ways to collect the details of your prospect:

1. Have a field on your home page 2. Use a pop up/under window

The first is somewhat self-explanatory. How do you get the fields to appear on your website? Most autoresponder programs have the requisite programming already prepared for you. It’s just a matter of inserting the code into your home page. Ask your web guy to do it if you don’t know how. Personally, I don’t have a field on my home page at present… but I do on every other page. Why? Because when a visitor goes to my home page, a pop under appears at the bottom of their screen. This is an invitation to my e-zine… which now brings me to the second method.



The second method is a pop up/under window. You either love these things, or you don’t. I don’t mind pop ups, as long as they don’t keep popping up over and over again! I don’t have pop ups on my site. I have pop unders. This is where it slides under the current screen. Go to my site and see how it happens. Pop ups on the other hand, are right in your face. Personally, I’m fine with pop ups, but some people don’t like them. Should you use them? Yes, you should. They can dramatically boost your ‘opt-ins’ (people who voluntarily provide you with their details and desire more information). You can test headlines… sell back end products and even build your affiliate program. Remember, there are two purposes of a website. To make sales and to collect your prospects details. Pop ups do this very, very well. In fact, I know of no better way to obtain prospects details. How do you get a pop up on your site? Check out his resource:

http://www.amazingpopups.com This is the best guide on the net about pop ups. You’ll be given the appropriate ‘coding’ to copy into your home page. Don’t worry, this sounds more complicated than it is. Again, if you have any trouble, ask your web guy for help. But don’t buy anything! Shortly I’m going to show you how to get all the pop up codes you’ll need, free.

How To Get Leads We’ve all heard stories about websites that get flooded with prospects on a daily basis, using the magic of search engines… affiliate programs and the like. I’m not going to talk about these. I’m only going to discuss two methods for getting leads to your website. They are:

1. Joint ventures 2. Using offline marketing materials to push people to your site

This is not to say there aren’t more methods to bringing leads to your website. Sure there are. These are two of the most powerful however… especially for an offline business. Just as with your offline marketing, joint ventures can dramatically boost your opt in rate… and profitability.



To really make use of joint ventures, you need to have a product. I always recommend a ‘how to’ product such as an e-book… tapes… compact discs and the like. Everybody wants “how to” information in their field of interest. So it’s a universal. If you don’t have a product like this, I suggest you…

Get One! Why? Because it allows you to make loads of sales online. Let’s say you own a local bakery and you have a website. As a bakery, the vast majority of your customers will emanate from close proximity to your shop. Your online marketing efforts are restricted to advertising in local portals… online local yellow pages and so on. The web is a global interface; yet, you’ll only be accessing an extraordinarily small portion of it. In addition, the only way your site can make any money online is to take custom orders from the local market. When you sell information… like an e-book, you instantly have a product you can offer to the entire world! You have a product that can make you money with or without effort (apart from initial setup and creation)… 24 hours a day, 7 days a week. What can your e-book be about? Well, let’s see. You own a bakery, right? I wonder if any of these titles will strike fellow bakers as interesting.

• How To Own And Operate A Successful Bakery! • The Secrets To A 6 Figure Bakery That’s A Cash Generating Machine! • Revealed! A Virtually Unknown Bakery Method That’s Allowed Us To Win The

Baker Of The Year Competition… 3 Years In A Row! Or even this title for mothers:

• Attention Mums! The Hidden Ingredient Found In The Finest Tasting Loaf Bread On The Face Of The Earth!

Suffice to say, I could go on and on. I’m sure that'll pique people’s interest. I believe every person has a book in them. If you’ve had any life experience whatsoever, you could catalogue your experience and sell it at a price. How To Actually Get Paid To Learn The ‘Inside Secrets’

E-Book Millionaires Use To Promote Their Products



You’re going to love this. While designing the outline of this chapter, I was going to list a number of products you should purchase to learn how to market an e-book. I’m not going to do that. I’ve got a better way. One of the most common methods of having a big selling e-book is to use affiliate programs. This is where you allow others to sell your book for you… and keep a percentage of the profits. It’s a classic joint venture arrangement. Everybody makes money! Think about this for a moment: If you were rolling out an affiliate program (in other words, you own a product and wish to enlist other people to help you sell it), would you do everything in your power to help them make money? Of course you would. When they profit, so do you. You’d show them how to get leads to their website… how to use e-zine advertisements… how to post to discussion boards… the secrets to pop ups etc., Tell me, do you think your affiliates would also gain a million dollar education on how to market their own e-books… and… websites for that matter? Damn right!! Therefore, one of the best suggestions I can make for you is…

Sign Up For Affiliate Programs! You’ll be amazed at the amount of content, methods and strategies you’ll learn. You’ll see successful advertisements, lead generating ads, autoresponders and product reviews. You name it; it’ll be in there. In short, you’ll gain your very own million dollar marketing education. Here are some of the best affiliate programs on the web. Click on these links and you’ll be taken to the websites. Some of these sites don’t’ specifically say “Affiliates”. They say “Earn Money!” Either way, both links mean sign up for their affiliate program. Amazing Formula RoiBOT Surefire Marketing



Internet Marketing Center eBookFire.com Site Sell You’ll also want to check out http://www.clickbank.com Why? Because you’ll need to accept credit cards! It can be a royal pain in the backside obtaining merchant facilities for a website. Fortunately companies like Clickbank have responded to this problem. They will process payment of your digital product. Go check them out.

How To Find JV Partners So now I’m going to assume you have written your product. Or, if you haven’t written your product, I’m going to assume you only wish to sell your core products or service. This is entirely feasible too. Just remember, if have a local based business e.g. gymnasium or bakery, you’re restricted to local joint ventures. So how do you find joint venture partners? You’ll need to make a listing of all the businesses and industries complementary to your own you could joint venture with. Think of the lessons you learnt in the chapter of joint ventures. The same applies here. Now that you’ve got your list, go to http://www.google.com or http://www.yahoo.com … or better yet… http://www.alexa.com Enter a search in the field. The companies at the top of the list have great traffic! These are potential JV partners. Surf their site and if they look like a good JV prospect… go to…

http://coolwhois.com

This is a directory of domain owners. This is where you’ll find the email address of the site owner. Often many sites don’t easily make their email addresses available… hence this site will save you time.



In addition to doing joint ventures, you can drive lots of traffic to your site by writing e-zine articles. This is where you write an interesting article related to your web content, and you have it published in e-zines. This is also a great way to get traffic because it’s free! But you’ve got to write an interesting article though.

Pushing Offline Customers To Your Website Many traditional offline businesses are sitting on a goldmine… and they don’t even realize it. How? By ensuring their web address is placed in every conceivable location in their offline business and pushing their customers to their website. You should place your web address on your:

• Business cards • Answer service • Letter heads • Invoices • Signs • Advertisements • Sales letters • Gift vouchers • Vans • Uniforms

Any place imaginable! But don’t make the mistake virtually every rookie marketer will make, and that is…

Not Extending An Offer! Remember, to always, always, always give your prospects and customers a reason for taking any sort of action. Give them a reason for going to your website. For example, on your answer service you could say… “Go to our website to learn all about our January specials… and… to receive a free special report titled, 3 Simple Techniques To Get Virtually Any Stain Out Of Your Carpet! We also have a special internet only offer where you can receive an additional 15% discount on our service. Go to our website at www.busybeecleaners.com to get our internet discount vouchers.” Can you see how simple that is? Or let’s say you’ve placed a lead generating advertisement in a local newspaper. You should place your web address at the bottom of the ad and say…



“For full details call 1800 XXX XXX, or go to www.busybeecleaners.com” See how simple it is? When customers come into your store… ensure you capture their email addresses. Enter their names in a competition. Correspond to your customers by email. It’s virtually free!

Only One True Recommendation

Throughout this chapter I’ve provided you with many links for useful resources and websites. However, there is one website you must visit… it’s essential. The site is…

Site Build It!

Ken Evoy owns this site. Site Sell is the company I use for virtually everything related to my website. From the marketing… to the hosting… to the management of my e-zine, all for only $303 US per year. It is the absolute best resource for anybody wanting to get their website up and running… in the shortest possible time… and… without spending a bundle. It’s got everything you’ll need to build your website, market it and make it a success. If you disregard everything else in this chapter, heed my advice on this point. Over the years, I’ve had some unpleasant internet experiences, which I will not going into here. Suffice to say, this is in large part because most web designer and hosting companies have no idea what’s required to make a website a lead generating and sales machine. Ken Evoy and his team do. That’s because he’s a marketer himself. He originally designed it for his own purposes. With his software, I personally built my own website. You’ve obviously been to it (otherwise you couldn’t have purchased this program!) so you know it doesn’t look too shabby. I don’t have any understanding of html and I don’t have any design capabilities in me. But you know what? It didn’t stop me from getting my website up and running within…

3 Days! I’m not kidding! Sure I burnt the midnight oil, but so what? 3 days to get a website like mine up and running is no mean feat… because of this software. (Side note: I did have all copy pre-written. The only thing on my site that was incomplete was the capacity to purchase my program. That’s because when I ordered Site Build It! it didn’t have the



functionality to sell e-Books. So I needed to find another company to store my program, process payments and administer my affiliate program). In addition, the user modules in Site Build It! are extremely easy to use. Thankfully you don’t have to be a tech head to use it. But that’s not what makes it so special. Why? Because Ken’s bundled together:

• Domain name registration • 12 months hosting • Design templates • Capacity for e-zine distribution • Automatic submission to search engines!!! (This is a MONSTER benefit) • Fool proof user modules – no technical knowledge required at all • Impeccable back up service (response time as fast as a few hours by email!) • Spam check – automatically filter your outgoing emails to ensure Spam filters

don’t delete them before they get to your recipient And more… It’s virtually a one stop shop. However, while it’s an incredible program, it is NOT perfect. Nothing ever is. But boy, it comes damn close. To receive all of this at an amazing $303 US per year is a joke. Trust me. Use http://buildit.sitesell.com/cashflowmarketing1.html for your website. Don’t make a stupid mistake and go somewhere else. You WILL regret it!





Sign up for all the affiliate programs listed above. They only take a few short minutes each.

Click here to get a free trial of Make Your Site Sell! Ken’s e-book on web marketing. It only costs approximately $30 US. In return you receive 1500 pages worth of info!

Purchase Site Build It! and work through it. It’ll be an extremely satisfying experience!

Increase your prices again by 10-15%. By this stage you’ve completely overhauled your business. A further price increase will not be detrimental in the least. Optional: offer a free bonus for a limited time









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BBBUUUNNNDDDLLLEEE!!!



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How did Bill Gates, Ted Turner and Michael Dell make their money? Most people think it was in building their business. Not true. They didn’t make their fortunes building their business. They made it…

Selling Their Business! These guys made their fortunes selling their business. And you can too. A well-systemized, profitable small business can realistically sell for 5 times its earnings… and more. This means if it’s currently making $100,000 a year… you can sell for half a million. If the business is making $300,000 a year… you can sell for a cool $1.5 million! That’s a nice tidy sum, wouldn’t you agree. But that’s only possible when you have everything in place. Now imagine if you really put The Kaizen Marketing System to work… and acquire the ability and skill to build up businesses (industry doesn’t matter because you now know how to grow any business) to an earnings level of $200,000 per year. Imagine if you hold these businesses for two years… and then sell for 5 times earnings. You make $400,000 income… plus a handsome capital gain of $1 million. In total you’ve pocketed $1.4 million… or… $700,000… per year (excluding taxes). Imagine if you did this every two years. Life would be pretty fun, wouldn’t it? The alternative of course is to hold onto the business… and not sell. Over two years you’ll pocket $400,000 in earnings… plus have an asset with a valuation of $1.4 million. Granted, you can hold onto it, duplicate and expand. The downside to this is you won’t enjoy the wonderful cash flow opportunities selling provides. With cash flow you can use it to invest in passive investments such as real estate and the stock market. And this is how you build real wealth.



In short, acquire businesses and sell them at huge capital gains for cash flow. Invest these funds in passive investments to build wealth. In 5-10 years you’ll never have to worry about money again! To make this possible though, you’ll need to prepare your business. I’m going to reveal some very powerful secrets now. Secrets only one business owner in a thousand knows (and I’ll bet they purchased this program!!) so you cash out for a bundle.

1. Systemize Your Business This means integrating all your processes with a contact management program. You want your purchaser to step into a well-oiled machine that makes loads of cash without him or her being there. You’ll be ‘pitching’ it as a lifestyle business. A lifestyle business that gives the purchaser more enjoyment out of life. Freedom, time with friends… and… family. This can only happen if systems are in place. Believe me, you will not fetch the price you want if the purchaser has to slave away… on a daily basis… just to scrape a profit. This… along with #2 below is what The Kaizen Marketing System! is all about. If you’ve followed the steps throughout the program thus far, your business is now a truly profitable entity that works without you!

2. Make It Profitable If you’ve followed the formula to this point, you’ll be making some very handsome profits. Money is rolling in and life is good. Let me be clear however. If your goal is to sell out for a big profit… leave some room for growth. Don’t max out profits. It’s nice to tell prospective buyers they can still make more money.

3. Create A Marketing Folder You need an organized marketing folder. This marketing folder will hold all your promotions… and their response rates. It’s a simple 3-ring folder that houses your successful ads, sales letter and sales scripts. You present this folder to prospective purchasers and say something along the lines of… “Here’s one of the secrets of my success. The information in this folder allows me to cause a cash flow surge whenever I want. For example, if I wish to obtain publicity



during the football season, I send out these 3 press releases. The results… in precise profit increases are here. Have a look. Or here’s another example. If I want to stimulate demand after Christmas… when all my competitors are struggling to pay their bills… I send this simple two-page letter to my customers. Look at how much profit I made the last two years. Amazing isn’t it? I can do this anytime I want. It’s like a license to print money. Have a look. I’ve got ads and sales letters for the entire year… and for virtually every circumstance imaginable. My income is entirely predictable because of these marketing efforts. I don’t leave anything to chance. This entire folder is yours when you buy this business. I don’t need to tell you how valuable this is. None of the other businesses you see that are being in the newspaper have the ability to create sales like I have… with the use of this folder. It’s worth its weight in gold.” I’m sure you get the picture by now. Imagine how powerful your position will be… and how firm your asking price… if you presented your business in this light. People would be tripping over themselves to purchase your business!

4. Use A Recorded Message I suggest you DO NOT place your own telephone number in the business for sale ad. Instead make prospects call a recorded message for their first contact. In this way, the recorded message expands upon the information in the advertisement… and… allows prospects to eliminate themselves as they learn more. The benefit to you is you don’t waste time speaking to people who are not serious about purchasing your business. This is because you’ll be clearly specifying the type of buyer you’re looking for. If you’re looking for an all cash buyer… state that in your message. If you’re looking for a buyer who needs experience in your industry… state that in your message. You don’t want to waste your time speaking to people who do not meet your criteria… or… who don’t have a chance of being able to purchase the business. Let them eliminate themselves. Only at the end of the message do you provide your actual contact phone number.

5. Upload Information About The Sale To Your Website Take advantage of the Internet. It’s the greatest direct response medium in the world! Upload information about the sale of your business to a private link on your site. So let’s say your web address is www.bouncytennisballs.com. That’s where customers go to purchase your tennis balls. Upload information about the sale of your business to a special part of your site… with the URL something along the lines of www.bouncytennisballs.com/businessforsale



This is real easy to do with Site Build It! So don’t worry if you’re not a tech head. On the website upload loads of photos of your business. Take pretty pictures of the exterior… the offices… the inventory. Lead your prospective purchaser on a virtual tour. In addition, provide more information about the profitability of the business. Go into detail about the marketing folder… and the systems. Delve deeply into the freedom you enjoy with this business. The capacity to be with friends and family when you wish. To go on holidays. You’ve structured this business so it can be profitable without your involvement! Upload actual scans of your takings. Upload actual deposit slips (with the account numbers blanked out, of course). Do everything required to build credibility. Obtain a sworn statement from your accountant stating the figures you’ve presented are true and accurate. Scan this document and upload it to your website. This again also makes you more credible. And, contact 5 or 10 business brokers and have them value your business. Masquerade as a prospective client. If their valuations are on par with your asking price… tell prospective purchasers about their appraisals. Once again, upload the official valuations to your website. In addition to providing details about your business… and… just like the recorded message… give precise information about the type of buyer you’re seeking… and who you are NOT seeking. This saves you time and means you’ll only speak to people with the capacity to purchase.

6. Create An Information Folder This is real easy to do. Simply print the sales information from the website and turn it into a presentation folder. Why? So you can give it to people when they come… and… leave your business! This folder now becomes your ‘silent salesman’ when the prospect goes home to ‘think about it.’ They can flick through the folder at their hearts content… over and over again, all the while not realizing they’re being sold on your business! Don’t let them go home empty handed.

7. Place a Killer Advertisement To Attract Buyers



Now, we get to the fun part. You’ve got no idea how lucky you are. The two ads I’m about to reveal to you are worth tens of thousands… even hundreds of thousands to you in additional profits. I’m not kidding. Both ran in a buy and sell magazine. And both have a very interesting story behind them. Here’s the first:

“I Must Sell My Fish And Chip Shop For $15,000 Below Its Value!”

Business agents tell me I could get $110,000 if I want – but I don’t want to! 15 years in the business and an opportunity to start my own mail order business from any beachside location I choose, compels me to sell now! I have taken $15,000 off the price. If you would like a fast-food money-making-machine on a busy corner in a rapidly growing area, call now on XXXX XXXX You will get:

• Fixtures and fittings worth $70,000 – work great and are in tip-top condition • Catering and cooking equipment worth $30,000 – easy to clean, best quality • Massive profits

Hundreds of happy and loyal customers – virtually never have to advertise. Turns over $6,000 a week – but you can make much more if you want to. All the training you need to successfully operate and expand the business. I MUST SELL – I will sell to the first person with the $95,000 purchase price. I will consider financing you too. Please call Nick for full figures and details on XXXX XXXX

I can’t take credit for this ad. Master copywriter Brett McFall wrote it. A client of Brett’s needed to desperately sell his business. For 6 weeks, his client tried to sell the business his own way… with his own ad. He had no success. The minimal calls he received were only from people who wanted to slash his price and negotiate him down to a pulp. He was frustrated and wanted a solution to his problem ASAP. Enter Brett McFall. He wrote the ad you see above. Immediately his client was inundated… absolutely inundated with calls of people ready and willing to buy the business… at his price… even though it was advertised previously for 6 weeks. It was offered at $95,000… and the seller was adamant that was not going to negotiate on price. He wanted the full $95,000. Can you imagine the number of calls he received for him to have the confidence and temerity to not negotiate?



I mean, everybody negotiates the sale price of his or her business! And to think, just weeks before he was struggling! Bottom line: He actually sold the business for $94,000… all cash… and there were 3 buyers waiting in the wing literally begging him to sell it to them if the buyer fell through. An enviable position to be in to say the least! This is the direct result of Brett’s superior ad writing abilities. (As an aside, if you have any interest in making your ads attract loads of new customers… subscribe to Brett’s free e-zine at www.adsecretsrevealed.com. In addition, if you need to beef up the profitability of your advertising, speak to Brett. Believe me, you won’t be disappointed. His email address is at his website. Go check it out). Here’s the second ad:



“I Must Sell My Pest Control Business… $40,000 Below Its Value!”

You’ll Make $3,000+ Per Week!

“I’ll show you how to make $500 - $700 a day (90% Cash) or $1,000 - $1400 a day with two people!”

There’s no toxic fumes or smells. I use safer, odorless products which my customers prefer and safer for me too. I care about my health and the way I do things is far safer than what many other pest controllers do … plus my customers love it. My Accountant thinks I’m mad and Business Agents tell me I could get $95,000+ if I want to – but I don’t want to! This is a money making machine that blows the phone off the hook. Other Pest Control companies would kill to know what I do to get so many calls. I use a little-known secret that gets customers calling me first every time before any other company. In the past week alone I’ve had over 70 calls that I’ve been unable to return. And this is a regular occurrence. I’m booked out for the next 2 weeks in advance (which I can prove & I’ll show you) and I simply cannot keep up with the demand. With current demand there’s probably enough for 3-4 people bringing in $500-$700 a day each! (That’s $20,000 - $30,000 a month and I’m only asking for $55,000). There’s definitely enough for two people to be booked solid every day for more than 2 weeks in advance. So if you have a brother, friend or partner you could go into this together and have enough work for the two of you. You can see what I’ve earned over the past few weeks and what I’ve already got booked in for the next 2 weeks. I’ll show you, plus you are welcome to come out with me to see for yourself what I do, the calls I receive and the bookings in my diary. It’s easy to learn, it’s easy on the body (it’s not labor intensive) and you’ll pick it up in no time. So why would I want to sell such a great opportunity? You see, I have other business interests that make me very good money and I also make money from investment properties. I am simply not committed to this business and someone like you, who wants to focus on it, will make a killing. I am compelled to sell this business now! So I have taken $40,000+ off the price and I don’t care. I want a quick sale. So if you want a money-making-cash-machine, then you better call quickly, because once I show you, or anyone else what I’m doing, I know the first person to see it will buy it. You get all this included too: • Holden Rodeo Ute. (Value $10,000) • Pest Control equipment. (Value $4,000) • You’ll get a fully setup Pty Ltd Company and ABN etc (Value $1700) • Training and instruction from me for 2 full weeks and then telephone support and advice as you need it. (Value

$5,000+) • I’ll help you with official training courses so you know what you are doing and help get you licensed. You’ll be under

my license in the meantime. (Value $3,000) • You’ll get a customer database of names, addresses and phone numbers. (Value $10,000+) • You’ll get my unique proven advertising and marketing system which will give you more customers and calls than

you’ll be able to handle. My system currently makes me $3,000+ per week. (Value $8,000+) • You’ll get $400 advertising program/course from Australia’s No1. Business Coach, Copywriter & Marketer. And a

$300 telephone consultation with him for any advertising, marketing or business challenges you have. • I’ll introduce you to suppliers of pest control equipment and products. • I’ll introduce you to another pest control friend of mine who specializes in Termite treatments and inspections. He’ll

help you out too. • Plus, a whole lot more! You simply can’t lose. Be quick and call now!

I Must Sell – I Will Sell to the first person with the $55,000 purchase price. Please call

Glen for further details on either 041X XXX XXX or 1 800 XXX XXX.



I can’t take credit for this ad either. My friend, Glen Donaldson, wrote it. Glen’s story is even more fascinating. As you can see, it’s a much larger ad. It set him back $1000 to run. He listed the business at $65,000 and was swamped with 23phone calls… most of which on the very first day! Multiple people were showing up at his doorstep… at the same time… virtually begging to sell the business to them. In the end he sold the business to the first caller… for $45,000… instead of the listed price of $55,000. Why? Because part of the original purchase price was a $10,000 truck. Glen decided to keep the truck and deduct the sale price by the same amount. There you have it. Two ads you can use to sell your business and cash out for a bundle. Use these ads as a model for your own needs. Place the ad in the business for sale section of any Buy and Sell newspaper.

How To Instigate A Bidding War Here’s a dirty little secret from the real estate market. Don’t meet each prospective purchaser individually… not on first contact. Have an ‘open business’ and…

Meet Everybody At The Same Time! Arrange for everybody to meet you at your office simultaneously. This way they all see each other… their emotions will be stirred to fever pitch… and… you save a lot of time.

How To Sell Your Business For An Additional 20-30%

Before I close out, I’m going to reveal just one more secret. If you want to put some extra profits in your pocket… and… don’t mind taking some additional risk, I recommend you consider vendor finance. This is especially applicable if the sale price of your business is in the mid to high 6 figures… and… beyond. Let’s face it. Most people can’t afford big sale prices like this.



If you’re asking price is $1 million… agree to accept a 20% deposit… and the balance paid out over 12 monthly installments. This is good for you… because… instead of getting an all cash sale price of $800,000… you can now bump it up and make an additional $200,000. It’s good for the buyer because he or she can pay out of profits. But there’s the kicker. You don’t say you want a 20% deposit. You don’t mention any amount. When the prospective purchaser asks what the deposit is, you ask…

“How Much Can You Deposit?” You never know. The buyer may be willing to deposit 30% or even 40%. If, on the other they say 10%… you reply, “I need 20% minimum”. You’re no worse than when you started. And by the way, if the buyer defaults on his or her payments, the business reverts back to you. Now you can implement The Kaizen Marketing System again! And there you have it. A simple marketing system for selling your business and cashing out for a bundle! I told you the information in this chapter is worth tens of thousands… and very possibly hundreds of thousands of dollars to YOU. Have you ever seen these secrets ANYWHERE before? You haven’t, right. That’s because nobody teaches this stuff! And as you know, this applies for the entire The Kaizen Marketing System!



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Tick when complete:

Ensure the business is systemized and runs like a well oiled machine Ensure it’s very profitable with some room for growth. A 70-80% capacity is good Create a marketing folder Hire a recorded message service Record your message Prepare and upload all information about the sale of the business to your website Create a ‘silent salesman’ information folder Run the ad and hold on!

A. Did you sell for 5 times earnings? ______________________



CCCooonnncccllluuusssiiiooonnn ––– WWWhhhaaattt NNNeeexxxttt??? Congratulations. Most people don’t read this page because they gave up near the beginning. You’re in elite company. So what’s the next step? Well, you’ve formed a solid foundation and followed the action steps at the end of each chapter… so your CRM software should be programmed to automatically prompt you to continue working on your business. This means more joint ventures… publicity… customer surveys etc., Continue with these activities when prompted to do so. In addition, I strongly recommend you learn everything you can about copywriting. At the higher echelons it’s the highest paid skill in the world. Always remember to constantly improve your business. Don’t rest on your laurels. I’m glad you made the decision to invest in yourself. It’s an honor to assist you. The world of business can be brutal at times... especially when you don’t know the rules of the game. I hope I’ve delivered on everything in this program. I think I have. I’ve poured my blood, sweat and tears into it (well, maybe not my tears ☺). I’ve personally spent tens of thousands of dollars studying the greatest marketing and business teachers in the world… and I’ve NEVER seen anything like The Kaizen Marketing System! anywhere. Period. If I’ve managed to create something truly unique… and life impacting, it’s only because I was able to stand on the shoulders of giants. Without their guidance… and… teachings you would not be listening to these words right now. Once again thank you and please keep in touch. Share your successes. My email is:

[email protected] I’m always busy consulting and writing copy… however… I love to help people who actually take action. So I always make time for them. If you need additional assistance… and are sincere in your efforts, I’m there for you every step. I’m just an email away.



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enerating new leads and customers is the most thought about aspect of marketing. More time, effort and energy is spent on this single area than any other.

To say attracting more customers is a strong desire common to all business owners would be an understatement. This report is a short course primer on how to bring more leads into your business utilizing space advertising.

How To Use These Examples Model these examples in your own business. I’ve talked about modeling at length in the Kaizen Marketing System. Don’t reinvent the wheel. Use these ads as models… guides if you will in your own advertising. It doesn’t matter which industry you’re in… you can make use of them. In fact, as you read through these examples, you will see a pattern emerge… a similarity between these advertisements. Writing profitable lead generating ads is not difficult… once you understand the fundamentals. Placing a small ad in a newspaper, newsletter, trade journal or magazine is a relatively low cost way to attract new leads and customers. Use these ads as part of a two-step process. First you place an advertisement for people to respond Second you send them more information… usually a sales letter about your company. Sometimes this may be a research report which offers genuine helpful information to alleviate the prospect’s problem (Note: In the act of providing useful information you are actually selling as well). Other times it may be to offer a free trial of a product or service. It depends on the nature of your business.

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Sample Display Ads

How To Pick A Good Seafood Restaurant

It can sometimes be difficult to determine which seafood restaurants you’ll enjoy… and which you won’t. Most often, people rely on the recommendations of friends and families. Now there’s another way. This industry insider has uncovered 5 qualities of top seafood restaurants for you to look out for. Here they are:

1. An internationally recognized chef who learnt his art in the kitchens of France

2. Awarded with the industry’s top awards and accolades 3. Have priority access to the fishmonger’s best daily stock 4. Well known for their famous clientele. 5. An unequivocal, “Finest Tasting Food” satisfaction guarantee

There is one restaurant that meets all qualities listed above. It’s called Alexander’s and is located in the heart of the C.B.D. For reservations call XXXX-XXXX

WARNING ALL DOG OWNERS!

Don’t Take Your Pet To Another Veterinarian Until You Read This Message!

STOP! Your dog is in danger. You must know the truth about the radical new… and dangerous tapeworm medication dogs are now being injected with. Laboratory results are now revealing permanent side effects! Is your pet next? My office has just completed a brand new special report titled, 7 Secrets Your Vet May Not Want You To Know! To receive my free research report call my recorded message on 1800 XXX XXX and leave your name and address with the automated service.



Do You Suffer From Back Pain?

According to a recently released back pain relief report, most back pain sufferers have no idea about how to relieve their pain. Some use ice packs… others use heat packs. From shiatsu massages to magnetic pillows, back pain relief techniques vary. Thanks to a new special report, back pain suffers finally know precisely what to do. Get your copy of this report right now! It’s free and no obligation. Call a 24 hour free recorded message on 1800 XXX XXX, leave your name and address (phone number is optional) with the automated service and the report will be rushed out to you.

250 Business Cards For FREE! Are you thinking of changing your business cards? Are you starting a new business and need to present yourself professionally? If so, thanks to advancements in digital printing technology it is now possible to do short print runs for minimal cost. When you order 250 business cards from us, you’ll receive 250 for FREE! This is ideal for small businesses who cannot afford to spend large sums of money on large print runs… or… have no need for thousands of cards. Why are we extending this offer? Because we know once you witness the quality of our work… and speed of service, you’ll want to us to take care of all your printing requirements. We offer an unconditional money back guarantee on all our work if you’re not entirely satisfied. To receive your 250 FREE business cards, just call 95XX-XXXX and mention this ad.



Attention All Computer Owners!

How To Receive Windows XP, A Digital Camera, Scanner, Color Printer And 17 Inch Color Monitor For FREE!

Most people don’t know it. It is now possible to receive up to $1100 on personal computing equipment… absolutely free… using the services of a little known computer shop located in Miranda. All is revealed in a special report just published titled “The Computing Secret Big Companies Don’t Want You To Know About!” The report is free. To receive it all you need to do is call a free recorded message on 1800 XXX XXX and we’ll promptly send it out you at no obligation. Phone number is optional. No salesman will subsequently call.

New Report Reveals How To Sell Your House Fast!

Did you know you can sell your home faster by taking it off the market? Did you know adding improvements to your home can actually lower its value? What is the single best way ever discovered to sell a house, fast? This industry insider reveals in a new special report titled “7 Ways To Sell Your House Faster and For More Money!” I’m only asking $5 to cover postage and handling and it’s easy to get a copy. All you have to do is call my office with your credit card details on XXXX-XXXX and the report will be rushed out to you immediately. No salesman will be following up on your call.

You’ll notice I charge for this report. At times you may wish to do this instead of for free if you’re seeking a higher quality prospect. Free reports and services often result in greater responses… but a lower conversion rate. Charging however, results in fewer responses, but a higher conversion rate.



FREE Report Reveals The Dirty Tricks Car Mechanics Use To Swindle You Out Of Your

Money!

Riverwood, Sydney: A new confidential special report has just been released which reveals how unethical and immoral car mechanics make you pay more for car services. If you have your car serviced by a mechanic, you must NOT be without this information. The information in this report will amaze you. You’ll learn:

• A guaranteed way for women to get the same price… if not better… than men every time!

• The #1 characteristic ALL unethical mechanics have… and how to instantly identify it!

• A foolproof question to ask your mechanic that reveals whether or not he REALLY fixed your car!

• How a mechanic, caught red handed on T.V swindling a customer, took advantage of a totally unfair legal loophole to get away with his crime! (And yes, the customer couldn’t prosecute and still had to pay the bill!)

Pick up the phone, right now and call XXXX-XXXX for our confidential special report titled, “The Lies and Cheating Behaviours Of Mechanics That Cost You A Packet!” Call now on XXXX-XXXX while it’s still fresh in your mind!



FREE Website Reveals How To Build A Million Dollar Business!

If you own a business… or have just started one, this will be the most important message you’ll ever read. Here is why: There’s no argument. The fastest, safest and best way to become wealthy is to own your own business. No other ‘investment’ comes even close. Not real estate, not the stock market, not network marketing. Business growth strategist and advertising genius, Alexi Neocleous, has uncovered a unique… and virtually fool proof methodology for making a killing in your own business. It’s called The Kaizen Marketing System! An Incredible Formula That Doubles Your Profits In 180 Days Or Less! The success he’s had with the system has been nothing short of phenomenal. Would you like to know how to turn your business into a cash-generating machine? All you have to do is go to a free website and all will be revealed. Here’s the free website address:

www.kaizenmarketingsystem.com

Or your advertisement could be as simple as the following: Free Book Reveals How To Buy Sports Cars, Luxury Boats

And Expensive Jewelry At Up To 74% Discounts!

To get your free copy, simply call my office and leave a message on the automated service. You can call 24 hours a day and the number is…

95XX XXXX



How To Reduce Your Tax Burden By Up To 27% Attention all wage and salary earners! New scheme by tax office makes you the prime target! Without proper warning, you’ll have to pay more tax this year… even if your income didn’t increase! But there’s something you can do about it. My office has just written a new research report which reveals how you can beat the tax office at its own game… and… save yourself up to 27% in tax this year. This report is free to you… and all you need to do to get a copy is call a FREE recorded message on 1800 XXX XXX, leave your details with the automated service and a copy will be rushed out to you at no obligation. Phone number is optional.




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he strategies in this report will help you build any business at lightning speed. It doesn’t matter if you’re a manufacturer of medical supplies…or a café in a small

country town. What you’ll learn here can be applied in every business imaginable. Why? The principles of business growth are universal… and unchanging.

Simplicity Warning! There is nothing complicated here. These steps ARE simple… but not easy. You’ll probably have to overcome all sorts of previous mental programming to put them into practice. How can I say this? Because 80% of business go bust within 5 years… and… the odds are you are in this band of 80%, at this time. Many of us have been conditioned with a poor person’s mentality. This is the one advantage the children of wealthy parents have over most. They are conditioned for wealth from Day 1. They need not overcome the various limiting beliefs often instilled by parents… and peers of lacking financial abundance. Do you have a poor person’s mentality? I can’t answer that for sure. Only you know. Please be mindful of this, now that I’ve told you. The road to financial success…

First Starts In The Mind! Then riches follow suit. You cannot become wealthy until you feel you are already wealthy. This sounds like a paradox, I know. It’s like the old saying, “What comes first. The chicken or the egg?” That’s all I have to say about mental conditioning right now. This purpose of this report is to show you how to build any business fast. And that’s what you’re about to learn.

3 Hidden Gems This report assumes you do not have a database of customers at this point in time. It assumes you own a start up without loyal customers, yet… or… a struggling business that has committed one of the worst marketing sins possible – not amassing a database. So if you need to get things going fast… follow these simple 3 steps. Let’s begin:

Step 1: Give Something For Free

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This shouldn’t come as any surprise to you… not if you’ve studied my Kaizen Marketing System. A free sample allows your prospects to become familiar with your product or service, without any risk. This could take the form of a free sample, free report, free tape, free service, free video, free book, free newsletter or free seminar. The nature of the free offer depends largely on the industry you’re a part of. Shortly, I’ll provide you with numerous examples of how this is applied… so you’ll understand. A word to the wise. Do not offer a free sample or trial if the product or service you’re selling is NOT up to par! You’ll only end in the poor house. Remember, the purpose of the free sample is to ‘woo’ your customer to such a degree that he or she cannot help but return on an ongoing basis. It’s not because you’re charitable… and it’s not simply to get more leads. You want more customers. You need them! Examples:

• Book store – free membership to a VIP club; a free report/audio, video or seminar on how to increase reading speed… or… how to purchase the latest book titles before they’re released on the market;

• Clothing tailor – free tailoring of slacks, shirts or skirts; a free report/audio or

video tape on how to mend bad stitching and rips… or… how to tailor your own clothing.

• Interior Designer – free home decoration audit where the designer gives free

advice on how to tastefully… and cost effectively decorate a home (can also do a free report on this same topic); a free report/audio or video tape on where to find luxury items at 62% discount (this could be a listing of estate and seized property auctions)

• Colonist – can offer a free report/seminar or audio tape titled How To Detox Your

Body; a free colon exam to ascertain the presence of dangerous free radicals etc., Do you get the picture? In the Kaizen Marketing System I outline even more ways of how you can use this idea. It may be prudent to turn there now as a refresher.

Step 2. Obtain Your Customer’s Personal Details I’ve already spoken to you about this before. Unless the average dollar sale is only a few dollars e.g. individual soft drink purchases from a corner store…



You Must Obtain Your Customer’s Personal Details

There’s a foolproof way to do this. Ask for it! Ask your customers to fill out an application form upon purchasing. Offer a gift in return; run a competition… or… just make it procedure e.g. Dominoes Pizza Some business owners fight this idea because they feel customers will not be willing to offer their personal details. You’ll be surprised what they’re willing to provide you… when you offer something in return. As an illustration, I ask you to put yourself in the shoes of your customer. Flip it around. How many times have you provided your personal details when asked for it? Not often. And if you did mind, it was probably because of a completely absurd situation like a fish and chip store asking you to fill out an application form ☺ A fish and chip store should offer a competition to their customer’s. First prize can be 3 months worth of food. Any and every business can design an offer… or method… so that customers willingly offer their personal details. You need to do the same.

Step 3: Ask Your Customers To Purchase Again! Work your backend. Remember the front end is the customer’s first purchase. The backend is all the follow on or ancillary sales you make over the life time of their patronage. It is essential you have a back end. Don’t expect to make money in business if you do NOT have an extensive back end. What if you don’t have a back end? Get one! You need one… it’s essential. I’ve spoken about this before. If you don’t know what to offer, ask your customers what they want to buy. Conduct regular surveys with your customers and ask them what it is they want. Which additional product and services can you offer to them? Don’t’ guess. Your customers hold the answer to every question you have about the marketing of your business. Enlist their counsel. Ask…



What Other Product/Services Would You Like Us To Sell? And they’ll tell you. Ask enough customers and before long you’ll begin to see a pattern emerge. Conduct joint ventures with businesses in and out of your industry. Go to your customers with various products and services. Tell them you’ve found a great buy. Tell them you’ve brokered an especially good discount. They’ll appreciate your help. They’ll appreciate the fact you’re looking out for them. It’s a great win for all involved. Finally, tie in with calendar special events. There are literally dozens of national celebration events you can take advantage of. To name a few:

• St Patrick’s Day • New Years Day • Easter • Halloween • Mother’s Day • Father’s Day • Football Final • Basketball Final • U.S Open Final

And the list goes on and on. There’s no reason why you can’t just make up a day too! If something special has happened in your personal life… and you wish to celebrate… involved your customers. Offer a special deal.

Further Explanation Of The 3 Gems O.K, now I’m going to be talking about each step in a little more detail… I’m sure you have a number of questions in your mind. As I’ve repeatedly stated, 80% of businesses go bust within the first 5 years of operation. Most business owners just spin their wheels, hoping to get by. They run ‘Me Too’, image type advertisements in newspapers and magazines. Sometimes, if they’re real entrepreneurial, may offer a 20% discount offer. All in all however, there’s no real distinctive offer… no catchy headline… no big promise as to why a customer should call or walk in the shop.



They sit scratching their heads, wondering what to do. The fastest way to attract new prospects to your business is…

Offer Something For Free! After all, if anybody is even remotely interested in what you have to sell, a free trial is always a good option. Think about it. Instead of wasting money on conventional advertising… and getting a pitiful response… place a half sized ad and give something for free. Your responses will be higher. And whatever you give for free, it will cost you cents in the dollar. You’ll be employing the ‘soft dollar’ concept. Giving something for free will bring people in the doors. You’ll obtain their personal details… you can ask them questions. Near my home, there’s a drive thru hand car wash. They are extremely busy during nice, sunny days. On overcast days however…

It’s A Ghost Town! Nobody gets their car washed because they don’t want to waste their money, only to have their car dirtied when it rains. That’s fair enough. If the owners of the car wash were a little more astute, they’d use this to their advantage. Their not total marketing neophytes. Don’t get me wrong. They do some marketing… and it’s not all that bad. They have two young lads standing on the busy intersection which opposes the car wash, handing out flyers to motorists. And their offers are pretty good too. This I praise. However, when the weather is fickle… their staff (they employ up to 20 people at one time to wash cars) just sit around. This is wasted labor and unnecessary. If I owned the car wash, during quiet days I’d pull out a banner which says…

Free Hand Car Wash! I’d test this banner against…



Hand Car Wash Normally $25… Today Only $5!!

I’d use this dead time to drive people into my car wash. And when customers come in to redeem their free… or discounted wash… they would be up sold to upholstery cleaning… vacuuming… and heck, even waxing. There’s also a café on the premises. I’d invite people in to sell them coffees, desserts, sandwiches etc., They’d be offered to purchase a booklet of car wash vouchers. I would obtain their personal details so I can send an offer for them to return soon. Look… here’s the thing. Giving away free items is NOT what’s going to send you broke. Your fixed overheads will send you broke. It’s your rental… your floor space, your electricity. It’s your staff standing there, doing nothing with their time. That’s what’s going to send you broke. So, I always recommend to business owners…

If It’s Dead… Do Something! It’s your overheads that will kill you – NOT giving away free samples. At least if you’re giving free samples away, you’re getting staff working… you’re getting prospective customers walking in your door.

You’re Creating Energy And Momentum! You’ll have opportunities to up sell your prospects. To obtain their details and invite them to return. To conduct surveys and glean feedback. So there you have it. The 3 gems for building any business fast. I told you they were simple. It’s not rocket science, believe me. But will you use this information? Is your conditioning holding you back? Reflect on this. Pay close attention to the reasons (excuses?) you say for not taking action.




HHooww TToo WWrriittee MMiilllliioonn DDoollllaarr

HHeeaaddlliinneess!!




he headline accounts for up to 80% of the success of any ad. It’s the single most important component. Top copywriters spend more time thinking about the headline

than any other part of the ad. Think of headline as an ad for the ad. In a few short sentences (usually not more than 3 or 4… though this isn’t a hard and fast rule) the headline must surmise the essential message, benefit or advantage of the entire ad. Your headline needs to state the #1 benefit your prospect will attain by purchasing your product/service. 5 times as many people read the headline as they do the body copy. So it needs to precisely reflect this ‘big benefit’.

Do You Make This Mistake In Your Headlines? Most business owners have no clue about how to write powerful headlines. As evidence of this, just open any Yellow Pages and what will you see, acting as a headline?

The Name Of The Company! Why in the world would a prospect continue reading an ad if the headline doesn’t offer a benefit… or a big promise? What stimulates a person to continue into the body copy when the headline says…

“Widgets and Co.”

Is there anything more boring than that?! The headline has only one purpose - to get the reader into the ad itself. If it wraps the prospect into the body of the advertisement…

The Headline Has Achieved Its Purpose! The only purpose of the headline is to attract the prospect’s interest and get them involved in the body. It has no other purpose.

How To Evoke The Strongest Emotions In Your Prospect!

Certain words have proven themselves over and over again to be extraordinarily persuasive. These words (which I call “The Illustrious 28”) arouse the highest levels of interest and attention… and thus… should be utilised in your headlines and throughout the advertisement.

T



In the English language, two words may have the same meaning, but result in dramatically different emotional reactions because of their association. For example compare these two sentences: “I understand there’s a new child in your family” “I understand there’s a new baby in your family” The word baby is emotive. Consider the following example: “When are you moving into your new house?” “When are you moving into your new home?”

The Illustrious 28 Endeavor to use these words in your headlines… and… advertisements as often as possible.

You Money Guarantee Love Yours Save New Proven Now Why Easy Health Who People Results Discovery Secrets Instantly Free Want How Safety Sale Yes Fast Announcing At Last Finally

What a wonderful little list! Use these words and you’ll be amazed at your results. Just turn to any major tabloid magazine and you’ll see words from this list are draped all over their covers. Why do you think that is? Because they sell magazines! Two words from this list however have especially persuasive properties. They are:

• You • Free

Make use of them as often as possible.

How To Guarantee Your Hottest Prospects Will Be Wrapped Into Your Headline and Advertisement!



When you’re placing an ad, it’s a good practice to single out your target market. This is especially important if you’re advertising in a general circulation publication like a newspaper. For example, if you were selling a home security system to homeowners, the headline would say…

“Attention Parents! Are You Concerned About The Security Of Your Home And The Personal Safety Of Your Children?

If you were targeting renters, you’d say…

“Attention Renters! Are You Concerned About The Recent Rise In Home Break-Ins? If so, Read On… There’s A Lot More To This Home Security System That Just

Its Low Price!” Or how about…

“If You’re Over 35 And Work More Than 50 Hours Per Week, Do You Have These Symptoms Of Nerve Exhaustion?”

Have a guess which group of people will continue to read the ad. You guessed it! Over 35’s who work more than 50 hours per week. If you wish to target people with an interest in investment property, you’d run…

“How To Make A Killing In Real Estate!” Only those who have an interest in real estate will respond. Or here’s another great example. Run this headline in dental publications…

“9 Special Tax Strategies That Are Making Dentists Rich!” If you’re a dentist, slaving day in day out in your practice… it’s unlikely you’d skip passed this headline. Your target may be women with an interest in maintaining a youthful complexion (which women don’t!) You could run…

“Doctors Prove 7 Out Of 10 Women Can Have More Beautiful Skin In 21 Days!”

Single out your target market in your headlines. Don’t be misleading. Be direct to the point!



Types Of Headlines There are six broad types of headlines.

1. The Question Headline: Can You Speak Spanish Like A Diplomat? Pregnant? The Sooner You Know The Better Do You Sincerely Want To Be Rich? Can Your Child Read These Words? Do You Make These Mistakes In English?

2. The Problem Headline: For The Woman Who Is Older Than She Looks Get Out Of Debt In 90 Minutes Without Borrowing Have You Ever Said, “I Just Can’t Seem To Concentrate?” How Long Will You Live? Ignorance About How To Take Care Of Yourself Can Be The Mistake That Kills You In Your 50's Or 60's...."The Dangerous Years"! How To Handle Angry Callers In 7 Not So Easy Steps!

3. The Benefit Filled Headline:

How To Write A Hit Song In Just 2 Hours How To Get More Energy From The Food You Eat How To Get 12 Hours Out Of An 8-Hour Day Learn Hundreds Of Money Saving Tips On Car Buying, Leasing, Repair, Rip-Offs, Insurance Reduction Tips, And More Here’s A Way To Become Smooth, Slim, Attractive And Remarkable Healthy In Just 40 Minutes Three Times A Week



4. The Direct Target Headline: Attention Singles: How To Be Outrageously Successful With The Opposite Sex! Attention Business Owners: How To Double Your Profits Within The Year! Attention Students: The Secrets To A Photographic Memory! Attention Musicians: How To Write A Hit Song And Sell It! Ladies! Get Into Fitness In 5 Easy Minutes A Day!

5. The How To Headline: How To Rob Race Tracks Legally! How To Turn A Slow Weekend Into A Fast Profit! How To Pay Zero Taxes! How To Buy The Home Of Your Dreams! How A New Discovery Made A Plain Girl Beautiful!

6. The Testimonial Headline: “I Was Held Hostage For 3 Days By The Sharpest Minds In Body Building!” “Within 2 Weeks Of Trying Your System I Sleep Better, Have More Energy And Feel Absolutely Great!” “When I Wanted To Purchase A Great Quality Dinner Table At A Fair Price, My Friends Recommended Fine Table Tops. I’m Glad They Did. I Found The Perfect Dinner Table 21% Less Than Anywhere Else!” Take as much space as need to paint an accurate and precise picture. Most people think headlines need to be short. This is not necessarily true. It all depends on what you’re selling. I’ve written headlines and sub-heads for sales letters that have been longer than half a page! Headlines need to be long enough to explain the big benefit. Focus your attention on ensuring the message is clear and concise. Avoid ambiguities and avoid using 15 words when 12 words are all that’s needed.



Here’s A Super Fast Way To Write Killer Headlines!

You’re about to learn one of the most closely guarded secrets of top copywriters. This secret will allow you to write sizzling headlines… at the drop of a hat. What’s the fastest way to learn something?

Model Somebody Who Has Achieved The Success You Desire! How do you write powerful headlines? Model headlines that have made lots of money! If you look at the cover of major magazines such as The National Enquirer, The Woman’s Day, Men’s Health and so on… you will see headlines such as…

• 7 Ways To Be A Better Lover! • How To Have An Iron Vice Grip! • 5 Minutes A Day To Tight Buns! • Julia Roberts Shocking Sex Romp! • Miracle Methods For Having Radiant Skin!

Why is this? Because these headlines attract attention and make sales. What would happen to magazine sales if these headlines were taken away?

Sales Would Plummet Overnight! Take advantage of the millions of dollars of research, time and effort these major publishing houses put into their magazines. Use their million dollar headlines as a model for your own product or services. You need to become a collector of great headlines. Create what’s called a ‘swipe file’. Whenever you come across a headline (or advertisement) that attracts your attention… or makes you buy… cut it out and file it away. When you need to write your own killer headline, you’ll have some winners to model from. In addition, write these headlines…

In Your Own Handwriting! Dozens of times… hundreds of times. Why? This will serve to create a deep, neurological imprint in your brain. You’ll begin to feel what it’s like to write powerful headlines.



You’ll develop a ‘knowing’. The headlines of the magazines can now be used as templates to sell virtually any product or service at all. For example, a headline from the cover of Cleo says…

“7 Ways To Be A Better Lover!” This could easily be adapted for other products and markets:

• 7 Ways To Be A Better Skier • 7 ways To Be A Better Writer • 7 Ways To Be A Better Student • 7 Ways To Be A Better Artist

Or how about the headline:

“5 Minutes A Day To Tight Buns!”

• 5 Minutes A Day To Better Public Speaking! • 5 Minutes A Day To An Extra $105 Per Week! • 5 Minutes A Day To Successfully Trading The Stock Market!

Please, take advantage of these magazine covers. I assure you, it’ll be the cheapest education you’ll ever get!

241 Examples Of Winning Headlines! You’re lucky. I’m going to save you a lot of time, effort and money. I’m going to give you a listing of 361 of the most profitable headlines in history. You can use these headlines as models for you own. With this list you’ll be able to create dozens of headlines… quickly and easily. Each one of these has proven to be a winner. Here they are: * If You Can Lick A Stamp You Can Lick your Weight Problem * Imagine Me... Holding an Audience Spellbound For 30 Minutes * How You Can Make Money With The Arabs* When Doctors 'Feel Rotten' This Is What They Do * I Was Held Hostage For 4 Days By The Sharpest Minds In Direct Mail * Can Your Child Read These Words? * I Will Pay You Up To $100,000 For Old Watches Like This One * I'd Like To give This To My Fellow Men - While I Am Still Able To Help* "Stop Playing Catch-Up And Start Getting Ahead"* Suddenly Multiply Your Income With Unorthodox Strategies Like These! * The Child Who Won The Hearts Of All



* The Chinese Secrets Of Weight Control* "If You Know How To Sell, You Owe Yourself A Promotion"* "It's A Food, Not A Drug" Says So & So* Movie Actor Reveals Amazing New Weight Loss Break Through * It's Not Just What You Know About A Market - It's Who You Know, Too * Read It Tonight And Start Tomorrow * If You Can Read & Write Simple English, I'll Show You How To Make Real Money Selling Words * If You Read Nothing Else - Read This! * If You Were given $200,000 To Spend - Isn't This The Kind Of (type of product but not brand name) You Would Buy? * If You'd Rather Put Money In Your Pocket Than Watch T.V... * Science Has Finally Counterfeited The Perfect Diamond!* The Amazing Diet Secrets Of A Frustrated Clebourne Housewife * Scientists Discovered Mystery Chemical That Seems To Drive Women Wild * Do You Make These Mistakes In English? * Imagine Working Until 4:00 AM - And Loving Every Minute Of it! * Important News For Folks Who Swore They Would Never Try Another Reducing Product * Is Your Home Picture Poor?* It's Crazy That A High School Dropout Can Make This Much Money* It's Easy To Cash In On your Amazing Astrological Abilities* Ladies! Get Into Fitness In 5 Easy Minutes A Day* The Secret Of Having Good Luck * Last Friday...Was I Scared! My Boss Almost Fired Me! * Lawyers Reveal Legal Loopholes That Make Money* Loans for Small Businesses Available Now! * Looking For A Growing Business With A Great Track Record?* The Quickest Way I Know To Make A Million Dollars * Lost For Words? Push The Buttons And Voila! * Make Anyone Do Anything You Mentally Command - With Your Mind Alone! * Make Big Money - All Profit - At Home* The Crimes We Commit Against Our Stomachs * Let Me Tell You How I Reduced For Keeps * Make Extra Cash Writing Advertising Book Match Covers * Need More Money?* New 'Energy Pill' Tested By U.S. Marines With Amazing Results* New Cake Improver Gets You Compliments Galore!* New Diet Burns Off More Fat Than If You Ran 98 Miles A Week* New Help For Not So Perfect Hair* New Pill For Diet Failures Lets You Burn Off Body Fat 24 Hours A Day!* New Shampoo Leaves Your Hair Smoother, Easier To Manage* Fatten Your Bank Account * The Amazing Blackjack Secret Of A Las Vegas Mystery Man! * New York Lawyer Reveals The Insider Way To Get Even * Test Gold Like A Jeweler



* No More Back Breaking Garden Chores For Me - Yet Ours Is Now The Show Place Of The Neighborhood * The Amazing Lost Money Making Power Of Pac-Man And His Friends!* Open Your Mind, Read This Book And Your Life Will Change - It Will All Be Yours * No Office - No Phones - No Hassles - Just Cold Hard Cash In The Mail * "No Time For Yale - Took College At Home" Says Well Known Author* Now Let This Strange And Powerful Gift From Outer Space Bring You Incredible Good Luck Absolutely Guaranteed! * Now! Your Child Is The Star Of This Brand New Sesame Street Story Book!* Of Course You Can Afford It. Think Of All The Money You've Saved Drinking Ordinary Scotch. * Often A Bridesmaid, Never A Bride* Others Got Back Thousands Because They Believe In Me And My System. Not One Lost * Our Sales Approach Helps You Avoid Unpleasant Surprises Down The Road* Own A Business Of Your Choice Without Investing 1 Cent* Personal Survival In A Collapsing Society - The 'Guerilla' Video That Can Save Your Life * Man Who Limped With Foot Pain - Now Runs 2 Miles Every Day * Pick The Brains Of A Millionaire For $10 * Let this Machine Make You At least $30.00 an Hour* Little Leaks That Keep Men Poor* Pierced By 30 Nails...Retains Full Air Pressure* Operate Your Own Home Shopping Television Show * Poems Wanted - For Songs and Records * Phone Wizard* Reduce While You Sleep* Think And Grow Rich * Released At Last - 137 Perfectly Legal Ways To Get A Check From Uncle Sam * Remember When You Could Have Picked Up A Good Piece Of Real Estate For A Song - And Didn't * Rewards of Gifts And Trusts For Middle-Income Families* Earn $4,000 per Month From Your Home With a Computer! * Do You Sincerely Want To Be Rich? * Right And Wrong Farming Methods...And Little Pointers That Will Increase Roaches To Riches! Electronic Invention Turns House Wiring Into Giant Pest Eliminator * Mobile Money Maker* Money to Loan! * If You Read Music You'll Love Our Magazine * Is Making A Living Keeping You From Earning Real Money?* Is The Life Of A Child Worth $1 To You? * Satellite Scrambling Got You Down? We Have the Solution!* Dare To Be Rich * "Send Me To Any City In The United State, Take Away My Wallet, Give Me $100 - For Living Expenses And In 72 Hours I'll Buy You An Excellent Piece Of Real Estate Using None Of My Own Money"



* Six Propositions For A Fuller Future* Some Straight Talk About Vitamins And Your Sex Life * Watch Your Weight And Inches Disappear* Need For Consultants Growing Rapidly * Wave This Magic Wand And Make Money For Yourself * We Have An Interest In Your Success* Sometime In The Next 24 Months, a Government Declared Economic* Money Making Sledgehammer * Don't Envy The Plumber - Be One * Your Office On The Go! The Complete Solution To Your Business Needs... * Speak Spanish Like A Diplomat * Suppose This Happened On Your Wedding Day! * Want To Be An Airline Flight Attendant? * Ohio Man Discovers The Secret Of How To Escape The American Rat Race! * One Transaction Can Make You Independent For The Rest Of Your Life* Today...Add $10,000 To Your Estate For The Price Of A New Hat * Only 1 Career Woman in 1,000 Finds The Job She Deserves * Take Everything! Keep Everything! Just For Looking! No Strings!* Take This 1 Minute Test - Of An Amazing New Kind of Shaving Cream* You Can't Become Rich In Your Pocket Until You Become Rich In Your Mind! * We Think Growing Companies Deserve As Much Cash Flow And Asset Protection As Giant Multinationals * Test Your Ability To Ever Grow Up * The 10 Quickest Ways To Get More Customers* Why Would Investors World Wide Be Willing To Pay A Quarter Million for this old Watch? * The Amazing Diet Secret Of A Desperate Housewife * Doctor Discovers The Cellulite Dissolver * The Amazing Story Of A Business That Requires So Little Of Anything, You Could Run It Out Of A Phone Booth * "...The Amazing Thing, Of Course, Is The speed At Which This Program Works. It Is Rather Remarkable To Throw Off As Much As 6 Pounds Of Fluid And Fat In The Very First Weekend..." * The Amazing 'Magic Mud' Used By A Top TV Doctor Who Doesn't Believe In Plastic Surgery! * Did You Ever See A 'Telegram' From Your Heart? * The Art Of Selling By Telephone * You Grow - We Grow - A Partnership That Works* The Happiest Millionaire Around Teaches Others His Secrets* The Last Two Hours Are The Longest...And Those Are The Hours You Save * Pregnant? The Sooner You Know The Better * You Never Saw Such Letters As Harry And I Got About Our Pears! * Save Enough On Your First Cruise To Take Your Wife For Free * Why Are We Giving Away This (product here) For Only $2.00? (This Is Not a Misprint!) * Profit From The Wisdom Of These Investment Experts



* Something To Look Forward To Each Day! * Profits That Lie Hidden In Your Farm * The Machine That Peels Off Pounds While You Sit Back & Enjoy It* The Most Expensive Magazine In The World, Yet Over 40,000 Businessmen Buy It Every Month, Why? * The Other Side Of The Story On Rock Hudson* Winning At The Races May Not Be Your Idea Of Fun, But... * The People Who Read This Book Will End Up With Your Money * The Secret To Being Wealthy* The Ugly Truth About Your New Car * Who Else Wants A Screen Star Figure? * There's Another Woman Waiting For Every Man - And She's Too Smart To Have "Morning Mouth" * There's Big Business in Losing!!!* Who Else Wants Lighter Cake - In Half The Mixing Time? * They Laughed When I Sat Down At The Piano - But When I Started To Play... * Where The Money Is And How To Get It * We're Looking For People To Write Children's Books * They Laughed When I Walked Into The Room - But When I Took Off My Clothes... * What's Wrong With This Picture? * They Laughed When I Said I Was Going To Start My Own Business * We're Looking for People Who Want to Make Money with Their Own Business! * They Shocked Us. They Outraged Us. They Didn't Do Anything Wrong - They Just Did It First. * Why Gary Halbert Is Telling His Closest Friends They Need To Attend The Guerilla Video Boot camp And Why They Can't Get In!!! * This Christmas, Let Your Present Be Your Future! * The Amazing $10 Fake Diamond That Will Fool 9 Out Of 10 Jewelers * Why Some People Almost Always Make Money In The Stock Market * Why People In Vermont Are Healthier, Less Overweight, Stay Young Longer And Live Longer Than People Of Any Other State In The Union * This Is Absolutely The Easiest Way For You To Have A Future Free Of All Money Worries * "You Kill That Story Or I'll Run You Out Of The State!" * This Pen 'Burps' Before It Drinks But Never Afterwards * Thousands Have This Priceless Gift - But Never Discover It! * Tired of Making Your Boss Rich? * The Amazing New Beverly Hills 'Wrinkle Eraser' Discovered By A Top Oriental Chemist! * The Amazing Secret Of A Marketing Genius Who Is Afraid To Fly* Do Your Employees Work As Slowly As They Read? * To Men Who Want To Quit Work Someday * Why These Vitamins Can Make You Feel Peppier* The Secret Of Teaching Yourself Music * To People Who Want To Write - But Can't Get Started * Can You Pass This Money Test?



* To The Traveling Salesman Who's Smart Enough To Know When To Call It Quits! * The Man with The Grasshopper Mind * Tom MaCall Says 'The Appliance Repair Field Is So Uncrowded It's Almost Lonely' * Too Busy Earning A Living To Make Any Money?* Whose Fault When Children Disobey? * Using A Lawyer May Be Dangerous To Your Wealth * Take Any 3 Of These Kitchen Appliances For Only $8.98 (Values Up To $15.45). * The Lazy Mans Way To Riches* We're Looking For People To Act in TV Commercials* You And I Will Both Profit * What Everybody Ought To Know About This Stock And Bond Business * What The Travel Agents Won't Talk About Can Save You 50%-70% On Your Cruise Vacation!!! * What Would You Rather Do This Evening: Watch TV Or Make Some Real Money? * Cash in on Your Vacation! * What's Your Best Chance Of Earning $50,000 A Year By The Time You Are 30? * Earn $50,000 Yearly With Your Own Mail-Order Book Business * What's Your Best Chance To Make Money In Real Estate Today? The Answer Below May Surprise You! * When The government Freezes Your Bank Account - What Then?* Where You Can Go In A Good Used Car* Don't Let Athletes Foot 'Lay You Up' * Confessions Of A Disbarred Lawyer * Which Of These 5 Skin Troubles Would You Like To End? * The Amazing Secrets Of The Hottest Investment Of The Last 5 Years * Who Else Wants To Make Big Money In Electronics? * Stop Dreaming And Start Making Money * Why A Hard-Nosed Millionaire Will Pay You $4.50 Just To Read A Magazine * Why (brand X) Bulbs Give More Light This Year* The Secret Of Perfect Putting * Why Publisher's Buy * Why Struggle To The Top In Someone Else's Business When You Can Start At The Top In Your Own? * Does Uncle Sam Owe You Money You Don't Even Know About? * Would You Like To Have A Photographic Memory? * Would You Like To Take In $140 After Supper?* You Can Only Go So Far On B.S.* Famed Physicist Proves That Sitting In A Pyramid Causes Unexplainable Good Things To Happen * You Don't Have To Die To Collect On Your Insurance Policy! * You Don't Know Me I Realize...But I Want You To Have This Before It's Too Late * Your Survival Guide To Corporate Politics* Are You An Over Educated Under Achiever?* Doctors Prove 2 out of 3 Women Can Have More Beautiful Skin In 14 Days * Are You Looking For Small Companies With Big Futures? * Chicago Man Reveals A Short-Cut To Authorship



* Are You Ready To Use Self-Hypnotism To Make Life Give You What You Want? * At 6 For .99, You Can Indulge Your Fantasies This Month!* At Last Someone Has Unlocked The Secret Of Getting People To Fall In Love With You! * Banking Secrets That Banks Don't Want Publisher* Because Someone Noticed Something, That Nobody Else Ever Did, The Most Important Discovery For Success Has Been Made! * But What If You Could See Her Naked?* By This Time Next Month You Could Have A Global Data Communications Network* California Lawyer Discovers How To Make Money At Home With The Help Of The U.S. Government * Check The Kind Of Body You Want* Why Not Increase Your Income Dramatically? * Costa Mesa Man Swears Under Oath That His New 'Energy Pill' Does Not Contain Cocaine Or Any Other Illegal Stimulant * Crazed Advertising Man Discovers Worlds' Sexiest Model!* Desperate Woman Loses 277 Lbs. With Amazing Diet Secret!* Don't Try This With Any Other Copier* You Can Laugh At Money Worries If You Follow This Simple Plan * World Poker Champ Sells Secrets For $9.95! * Earn $90,000 A Year Repairing Cracked Windshields * You'll Just Love The Way This Diet Pill Works! * Ex-Truck Driver Gets $21,108 a Month Doing What You Aren't! * Financial Columnist Makes Unique Discovery * Are You Ever Tongue-Tied At A Party?




HHooww TToo MMaakkee YYoouurr BBuussiinneessss CCaarrdd AA PPootteenntt SSeelllliinngg TTooooll!!

BByy

AAlleexxii NNeeoocclleeoouuss



hat is the purpose of a business card?

Well, the theoretical purpose of a business card is so your prospect keeps it handy… in case he or she ever needs your services. It’s meant to serve as a reminder of what you do. But what actually happens in the real world? Let me describe a more accurate scene. A real estate agent or financial planner gives you their business card. You place it in your wallet… where it sits for 5 months… until one day, as you’re cleaning it, you stumble across the card What do you do?

You Throw It Straight In The Bin! Ninety nine times out of a hundred this is what happens to business cards. So why have the stupid little things? I know, I know. It’s to look professional. After all, your identity… who you are… and what you do is on that card. It defines you as a person. For me, that doesn’t justify the existence of a business card. For me, any expense incurred in a business needs to be justified by a disproportionate increase in profits. In other words…

It Needs To Make Money! Everything in a business has to finance itself on some level – additional staff, new computers, a bookkeeper… everything. And this includes a business card!

Let’s Make Some Improvements

A traditional business card… sans graphics and colour… has the following text on it:

W



A.B.C. Realty

John Smith Sales Agent

Tel: 131 XXX Mob: 0403 XXX XXX 12 John Smith Dr, John Smith, N.S.W.

There’s nothing compelling here, is there? There’s nothing strikingly interesting… at least interesting enough to compel a person to John Smith…

Over Any Other Real Estate Agent! How can we improve this? Please… don’t answer with glossy pictures and colours. There’s no rule that says business cards have to be glossy and expensive. However, with the advent of digital printing, it’s now cost effective to have glossy cards… so you may want to look into it. But please, get your mind off design. It’s not what sells. It’s the words that make a prospect take action. It’s benefits, unique selling propositions and special offers. Not the presentation of your printed materials. What can we put on the card so that it compels prospects… literally forces them to pick up the phone and call John Smith before other realtors? The answer is…

An Offer! In my opinion here’s what should be on a business card:

1. Contact details: address, email, phone number. 2. An offer 3. USP 4. Testimonials



Sure it’s non-conventional. Sure, it may not look ‘professional’. But it will achieve results. What sort of offer? This will depend on the product or service. For a real estate agent, I’d recommend… A Free Confidential Special Report! Yes indeed! Why not put an advertisement for a special report smack bam right there on the business card? Check it out:

John Smith Sales Agent

Mob: 0403 XXX XXX Tel: 131 XXX

A.B.C. Realty

12 John Smith Dr, John Smith, N.S.W.

Call 1800 XXX XXX, 24 hrs for a FREE recorded message to get a FREE copy of a report titled, “How To Sell Your Home Fast And At The Highest Possible

Price!” Call NOW!

Doesn’t that have a little more zing? Now there’s a reason for people to call. John Smith is offering prospects a tangible benefit – a specific advantage. Those that have any desire whatsoever to sell their homes at a high price will call for the report. He now has a hot prospect to follow up on. Here are some more examples:

• A mechanic can offer a report on “7 Ways To Guarantee Your Mechanic Doesn’t Rip You Off!”

• A website designer can offer a report on “How To Have A Website Up And Running Within 5 Days… At A Fraction Of The Cost It Would Normally Cost You!”

• A carpet cleaner can offer a report titled “6 Dirty Little Tactics Carpet Cleaners Use To Force You To Spend Up To An Extra $122!”



The free special report is a great way to make a business card profitable. Alternatively, you may wish to offer something else… in place of the special report. Have a look:

• A hairdresser can offer first time customers a free style cut, blow dry or head massage.

• A restaurant owner can offer free dessert, free entrée or discount dinner • A mechanic can offer a free wheel alignment

Your business card needs to become a profit center. In addition, you should place your USP on the card. Remember, USP stands for – Unique Advantage, Sensational Offer and Powerful Promise. Endeavor to get as much of your USP on there. You may run out of space… this is especially true if your Sensational Offer involves loads of free bonuses etc., But that’s okay. Just do the best you can. Don’t be afraid to have a lot of text on the card. Remember, it’s not the design that’s going to make the phone ring It’s…

The Words That Sell! The words on the card will make your phone ring. You should also use testimonials on your card. I know it’s not common to do so… but forget about that. You’re going to be different! And the back side of your card? Personally, I like to reserve this for 2 or 3 killer testimonials. They’ll need to be in a very small font… but that’s fine. Prospects will read something that interests them… no matter how small the writing is. In summary here’s what’s placed on your card:

• Your USP • An offer for a special report, a free trial etc., • Testimonials • Contact details

Cram your card with text. Pack in there. You’ll thank me for it. Check out my current business card…



• Gu ar ant ee d to add an ext r a $10, 00 to you r bot tom l ine o r get D O UB LE YO UR MO NE Y B AC K ! • F or A F re e e -B ook “ 8 High ly Lu crat i v e A n d A maz in gly P ow e rfu l Mar ket in g B reakth r ou gh s Gu ar an t e ed T o S kyr ock et Y ou r B u s in ess Profi t s V i r tu al l y O v ern igh t” go to ww w. kai z enm ark et ins ys t em. com • Int e rnat i on al ly re co gni zed autho ri ty on non- con ve nt ion al ma rk et ing met hods and di re ct r espo nse adv ert i s i ng.

T H E I N C R E D I B L E F O R M U L A T H A T D O U B L E S Y O U R P R O F I T S I N 1 8 0

D A Y S O R L E S S !

Alexi Neocleous, CEO

Cashflow Marketing 3 Namoi Place

Sylvania Waters NSW 2224

Phone: 61 2 9522 5026

alexi@kaize nmarketings ystem.com

And here’s another example of a card that epitomizes everything I’ve outlined so far. Here’s the front side…

• Author of “Inside Secrets Of

Advertising” & “The Lazy Way

To Advertising Riches”

• Writer of over 7,800 ads & sales

letters for 153 industries

• The first ad writer in Australia to

offer a money back guarantee

HOT COPY 5 Chaucer Place WINMALEE

NSW 2777 Fax: +61 2 4754 5992

[email protected] +61 2 4754 1060

And visit his FREE Website to discover how to DOUBLE the response of your advertising OVERNIGHT! Just go to www.adsecretsrevealed.com for 5 ‘killer’ ways to instantly get all the customers you’ll ever need for your business.

To get more customers for your business 100% GUARANTEED call… Brett McFall

And now the back side…



“The first campaign that I put together after completing Brett’s “Inside Secrets Of Advertising” had unbelievable success. Within 9 days I had tripled my advertising response and earned an astounding $28,600. Not bad for a $180 outlay!” David Chettle, Under Construction Personal Training, Qld “When Brett wrote an ad for us, not only did response go through the roof, but those enquiries turned into sales.” Ross Menzies, Texcrete, NSW

“I had never used a professional copywriter before, but thought it was worth a try. Inside 8 weeks Brett had added an extra $19,500 a year to my turnover with an ad costing just $49.” Glenn Binskin, Riverlands Butchery, NSW “I’ve used copywriters for over 11 years, and Brett is without doubt one of the best in Australia. One campaign alone netted my business $33,420 in just 10 days.” Michael Katsis, Business Opportunity Centre, Vic.

What others say about Brett McFall...




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In this report you’re going to learn a multitude of quick and easy ways to grow your profits. Just one of these ideas can dramatically boost your bottom line… used synergistically they achieve wonders.

1. Break Even On The Front End If you have a repeat purchase product… or… service, consider foregoing profit on your first transaction in order to garner a new client. If you service your clients well and satisfy their needs… a strong possibility of repeat purchases exists. Invest in your future clients; it may well be the wisest decision you can make. Rest assured fortunes have been built on this one concept! Here are some examples:

• A pizza restaurant can offer new clients $13 pizzas for $4 (or whatever the cost is) • A bakery can offer chocolate éclairs, cakes or any other dessert for free… or…

some nominal amount • A car wash can offer new clients hot waxes, vacuuming or washing at their cost • An accountant can offer a discounted tax audit • A chiropractor a discounted back examination.

So, if you sell a repeat purchase product or service, lower the barrier to entry by offering the first service at your true cost… or… even free. Many business owners are fearful to do this in case clients do not return. I think this is a limited perspective. Don’t’ be greedy. Invest in your clients.

2. Stimulate Word Of Mouth Advertising Referrals are a hidden goldmine in virtually every business. When you start to receive an abundance of referrals from your clients, without asking for them, you’ll know your business is on the right track. If you’re not receiving many referrals you need to do something about it. Having said that, you should be asking for referrals on a regular basis. Many referral systems cost virtually nothing to implement, so they’re a must do. Here are some ideas:

• When clients/clients have praised your product or service, ask if they’d be willing to tell their friends/family about you

• Offer an incentive to the referee, such as a discount on next purchase, extended warranty or even cash

• Offer an incentive to the referral, in the form of a discount on their first purchase or extended warranty.



After all, if a couple and their family are moving to a new town, they don’t have any contacts. Why can’t the real estate act as a referral source and receive a fee or commission.

5. Don’t Take The Chance! Book Next Appointment In Now

If you’re engaged in a business where clients return on a regular basis for checkups, updates and continued servicing, book their return visit immediately. Businesses ideally suited to this idea are mechanics, hair salons, dentists, chiropractors, car washes, masseuses, mowing services, pool cleaners, carpet cleaners and so forth.

6. Use The Yellow Pages The Yellow Pages are a very useful way to advertise your business. In fact, this is one of the main ways most businesses generate new leads – and sometimes the only way. Almost every business should be listed in the Yellow Pages. 32% of people first look in the yellow pages to purchase a product or service (though I’d imagine this figure is fast becoming outdated with the rise of internet usage). The secret to a winning yellow pages ad is a big, benefit filled headline! When a person opens the yellow pages, they’ve already decided on making a purchase… they’re just seeking somebody to purchase from. And the ad needs to reflect this.

7. Contact Your Clients To Confirm Their Personal Details

Twice a year contact clients to confirm their personal details. This way you’ll save the unnecessary expense of envelopes, printing and labour. Also it’s a great client service, and you can use this time to offer a special. Do you have a database of your clients? Shame on you if you don’t. It’s a critical component of business success.

8. Put An Offer On Your Signs

Just like the headline of an advertisement or the cover of a book, effectively organised building signage can have a substantial impact on profits. The secret is to advertise an offer on the signs… not merely your trading name. People want benefits… they want offers. So give it to them. • Book stores: 20% discount book sale. Today Only! • Hairdresser: Free wash and blow dry with every style cut before 2pm! • Bakery: Free custard tarts with every drink purchase!



9. Get Further Mileage Out Of Media Coverage

If you get press coverage, immediately photocopy the article and add it to your promotional materials. Send photocopies out to customers and prospects. It’ll help embed your credibility.

10. Check All Your Bills Get in the habit of querying your expenses… phone bills, electricity, purchase orders etc. Negotiate a lower price with suppliers. Make a concerted effort with your team to reduce expenses by 5-10% across the board. Offer an incentive to achieve the target.

11. Sub-lease Unused Space If you have extra, unused floor space, you should sub-lease the space to other businesses. Hairdressers often rent out space to nail artists. Supermarkets supply space to delis and fruit markets. Fitness centres sub lease to personal trainers and physiotherapists. Actually, a lot of businesses are already doing this, so it’s probably not a really innovative idea. Nevertheless, it’s still a way for you to increase profits.

12. Use Direct Mail Direct mail is a very powerful medium… and if used properly, can make you a fortune. You can use direct mail to establish new leads, reactivate old accounts, ask for referrals, conduct customer surveys, increase customer transactions… and to notify customers of future specials. In fact, your imagination is the only limitation you have with this wonderful medium. I love it!

13. Take Advantage Of Impulse Buys With Point of Sale (POS) Materials

It’s always a good idea to place items of a lower cost structure next to the register. You’ve seen this before… chocolates, magazines and chewing gum at the supermarket check out counter. How can you employ this in your business?

14. Offer A Money Back Guarantee This is always a great idea. Most business owners are scared to death of money back guarantees because they feel they’ll be taken advantage of. If you offer a guarantee you will be taken advantage of… BUT more people will favour you over your competitors because of the guarantee. In other words, more cash will end up in your pocket at the end of the day. The only exception is if you sell a faulty product… or… sub-standard service.



15. Build An In-House Database If you don’t have the name, address and phone number of all your prospects, you’re committing a major marketing sin. I can’t even begin to explain how much money you’re losing. Listen up. According to Fortune Magazine it costs 5 times more to attract a new customer, than to persuade an existing customer to return.

16. Make Use Of Testimonials I love testimonials! Do you collect testimonials in your business? If you don’t… start now! As a professional copywriter I’m always on the lookout for well written advertisements. Often some of the best I’ve seen have been nothing more than line after line of testimonials… and then a contact phone number at the bottom of the ad! Here are two examples of good quality testimonials: “In 41 days I lost 8.2 kg in body weight and one inch around my thighs. Thanks for your help. I feel great!” “Profits have increased $34,954 over the last 3 months alone. We now take an extra day off per week to be with our children.”

17. Use A Spruiker Retail businesses are the greatest beneficiary’s of this idea. We’re all familiar with spruikers… some of them work well… others are just ignored. How can you make a spruiker work? Make sure he or she says only short punchy benefit filled sentences. And make sure every sentence he says is an offer!

18. Post Purchase Re – Assurance

Have you heard of buyer’s remorse? Of course… we’ve all experienced it. You should make it a habit to contact your client… after their purchase and reassure them of their decision. Explain the benefits… and talk about the solidarity and professionalism of your company.

19. Implement a VIP Card Or Loyalty Program We all love to belong to something. Start a VIP card or loyalty program and reward your clients for their purchases. They’ll feel like they belong to your business. The ultimate goal of a VIP program is to establish a sense of loyalty… and… prevent the competition from stealing your clients!

20. Place Your Promo Materials In Invoices Of Other Businesses



Contact a business with the same target market as your own to place your marketing materials in their envelopes. In turn they either receive a standard fee for the service, or a percentage of sales.

21. Write A Newsletter This is a powerful way to constantly keep in touch with clients without being pushy. Every two months (at a minimum) send clients a 3 or 4 page newsletter about your business. In my consulting business I contact clients and prospects every two weeks!

22. Offer A Gift Cheque Towards Future Purchases This is a real simple strategy and can encourage even your most stubborn clients to return again and again.

23. Increase Your Prices This is the simplest way to increase the average dollar sale. Increases in prices virtually go directly to your bottom line. Most people don’t even notice a nominal price increase of 10%.

24. Media Coverage Publicity means any coverage you obtain from newspapers, magazines, television or radio that is free. Publicity is always a great way to advertise a business. Publicity is powerful because it increases your credibility substantially. This is because you have reputable third party endorsement – the journalist!

25. Give Away Items Of Perceived Value Perceived value is something that, in the eyes of your client, is valuable and desirable to attain. With specific application to boosting business profits, you must be able to cost effectively deliver the item of perceived value. Example: a restaurant offering a free dessert… or… a financial planner offering a free educational report.

26. Vary Your Prices This is a powerful strategy common amongst movie theatres, video shops… and… even restaurants. Have different prices for different days or times. Example if you know your busiest day is Saturday increase prices by 10, 15 or 20% (whatever you can) to maximise profits during that time.



27. Stop Spending Money On Ineffective Advertising

Most business owners don’t realise the only real purpose for marketing is to generate… profit. If your marketing is not making a profit it becomes a liability… a financial cancer. You need to stop immediately or it’ll eat your business alive.

28. Unique Selling Proposition

What sets you apart from your competition? Why should a prospect go to you instead of a competitor? Think about this for a moment. Now, get a pen and paper and write down in, no more than one or two lines, the specific identifiable advantage you have. The following are not distinctive advantages: • I care more for my clients • I’ve been in businesses longer Do that now. OK, what did you discover? If you’re like most business owners you probably found that nothing separates you from your competitors. A Unique Selling Proposition (USP) is something which you offer clients nobody else does… that’s why it’s unique. It’s the quintessential element of your entire business. It’s the unique advantage that distinguishes you from your competitors. Here are some examples: • A dry cleaner offering 1 hour turnaround on clothes, otherwise it’s free • A plumber who does house calls 24 hrs a day, 7 days a week… or the job is free • A hairdressing salon guaranteeing their work, otherwise the client doesn’t pay • A printer with the lowest prices in the industry • A clothing retailer that has the most extensive range of a certain label • A video shop guaranteeing a certain movie will be on the shelves, or it’s free

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