market like a millionaire

8/8/2019 Market Like a Millionaire

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Give This Ebook AwayAbsolutely FREE!

Youve been given the full lifetime

rights to give this PDF book away

FREE in its original format (PDF).

This ebook is worth $47. Which means you can sell this ebook for $47, $37, $27, orwhatever you want. Here are a few smart strategies to maximize the benet of this

ebook for you and your business:

Use this ebook as a list building tool to get people to give you their name and emaaddress by giving this book away as a free bonus on your homepage.

Give this ebook away as a free thank you bonus for anyone who makes a purchas

from you. Give this ebook away as a free gift in exchange for someone giving you a testimo-

nial for your work. Make this ebook a small upsell that gets offered to everyone who purchases any

product or service from you. Bundle this ebook with another ebook youre already selling; and offer unlimited

giveaway rights. Email a link of this book to all of your past customers as an I havent heard from

you in a while, so Im giving you a free gift tool. Copy this ebook to CD-ROM and sell it or give it away to your prospects and cus-

tomers

You are fully authorized to give away unlimited copies of this PDF book in its original format.

However, you cannot change the format of this book and give away those copies. You cannot print thisbook and give away the print version. You cannot record (in part or whole) this book and sell or giveawathe recordings. You only have authorization to give away the full PDF version of this book as a PDF

Any other usage will be seen as a violation of this agreement and can be prosecuted under Internationacopyright laws.

You now have the lifetime rights to give this book away in unlimited quantities. Thats right, Im givingyou the lifetime give-away rights license which is worth $1,000 FOR ABSOLUTELY FREE.

The original copyright holder of this book is Small Business Blackbelts LLC.

Given To You Freely By

www.smallbusinessblackbelts.com
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Finally, Discover How You CanCreate And Install High PerformanceSystems That Generate Predictable,Repeated Cashow, And Break FreeFrom The Chains Of Average ResultsOnce And For All."

Mike Lorence teaches entrepreneurs running companies with

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See for yourselflearn how to create and install high perfor-

mance marketing and selling systems by going to:

www.businessownerbailout.com/ebook

There you will fnd your exclusive access to my outrageousfree gift that I call the Business Owner Bailout Package. This

mountain of money making resources is a totally free set of

tools that show you, step by step, how to create high perfor-

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This business owner bailout package is worth a staggering

$597.39. And, due to the large demand, Im forced to limit my-self to issuing just 500 of these across the U.S. and abroad.
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WARNING: Do NOT try to access the Business Owner Bailout

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Committed to achieving rapid growth

Fed up with your current results

I refuse to waste these precious bailout package resources on

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To see if there are still any Business Owner Bailout Packages

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Small Business Blackbeltswww.smallbusinessblackbelts.com

AbouttheAuthor

Mike Lorence works with entrepreneurs who run companies with 1-75 employees. Specically, heteaches these entrepreneurs how to double their cashow in 9 months or less. And he does thatby showing them how to create and install high performance marketing and selling systems. Mr.Lorence is the founder of Small Business Blackbelts LLC, an international business coaching andconsulting organization. Hes the leading expert in creating wealth attraction systems that savetime and create predictable results for small business owners.

Mike has worked with famous national and internationally known entrepreneurs including Guin-ness Book of World Record Holder for Speed Reader Howard Berg, celebrity lawyer and entre-preneurial branding expert Nick Nanton, and Ghost Writer Karen McCreadie. Mr. Lorence is aninternationally recognized business scholar, consultant, speaker, author, host of an internationallydistributed radio (to air on Voice America Radio), serial entrepreneur, college professor, former US. Marine, husband, and father of three. Hes been named an America Society of Quality FreundScholar, a Frank E. Genovese Entrepreneurial Fellow, and an inductee into the University of Vir-ginias Graduate Business School Hall of Fame. He is the author of the smash hit Business Black-belt Monthly Newsletter. And he is the author of eight other books How to Get Others To Do YourSelling For Your: The Referral Marketing System For Every Entrepreneur;Market Like A Millionaire:

The Secrets To Getting More Leads Than You Can Possibly Ever Handle; and Greased Chute Sell-ing: How To Turn Your Prospects Into Rabid, Feeding-Frenzy Buyers Who Cheerfully Pay PremiumPrices. Mike has appeared on Our Small Business TV, and writes and guest blogs for nationwidemedia outlets. Mr. Lorence is also a certied Comprehensive Six Sigma Blackbelt (CSSBB). Heholds a Masters of Business Administration from the Darden Graduate School of Business at theUniversity of Virginia.

He can be found at www.smallbusinessblackbelts.com.

You need to subscribe to Mike Lorences blog feed to keep up to date with his super effectivemoney making strategies.

Click this link immediatelyand subscribe to his blog feed.
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Welcome AboardFrom: Mike LorenceFounder and Managing Director, Small Business Blackbelts LLC

Dear Soon-To-Be-Friend:

Youve made a very smart decision for getting my book, Market Like A Millionaire: The Se-crets To Getting More Leads Than You Can Possibly Ever Handle. This world is full of businessowners who only wish and hope for wealth, but they never do anything about it. Not you.No sir-eeee. Youve take a massive step forward in the right direction by getting access tothis treasure trove of marketing secrets that you now possess.

Throughout this book, Im going to reveal to you the marketing secrets that I discovered overthe last nine years. And you are going to make me (and yourself) very happy when youimplement the strategies youll nd described in this book. Make no mistake about this bookIt seems short but it has explosive, meaty content.

Ive developed, created, borrowed, and used these strategies in my coaching and consult-ing practice. And yes, my company Small Business Blackbelts continues to generate more

money every day.

So you might ask, why am I giving this valuable book away for free? Well, now that Im anextremely successful entrepreneur, my passion in life is to teach other small business ownershow to become highly successful entrepreneurs. Thats the whole reason for me doing what

I do to help other entrepreneurs creating and install high wealth attraction systems thatsave time, and generate repeat, predictable income. Thats what I was created to do. Andthats what I love to do. It doesnt feel like work for me which is exactly WHY I do it.

And just so you know. Ive been where youve been. I know what its like to scrape togethermeager earnings just to make ends meet. At one point in my life, I was barely making $1,800

a month. So if I can use these marketing strategies as the revenue rocket in my business, socan you!

Thank you for teaming up with me in this adventure. Drop me a line and let me see exam-ples of strategies that youve implemented. I enjoy seeing implementation examples fromother businesses just like yours.


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Let me be clear about one last thing. I really am happy that youve gotten this book. Butyou would make me and yourself much happier if you actually implemented the strategiesfound in this book. And to help you do that, Im offering a special, exclusive, never-before-revealed set of Implementation Only rewards that Im going to give everyone who showsme just one example that youve implemented from this book.

If you show me just one simple example that youve implemented from this book, Ill hand-somely reward you with another free set of free bonuses. For the best implementation ex-amples I received, Ill pay for a $497 website makeover assessment and give it to you---free---that tabs on me. Youll need to read the entire book to gure out how to get access tothose free resources. And, I'm going to be mailing a free CD to your doorstep entitled: The 6and Radically Bold Business Strategies That Can Double Your Cashow In Nine Months OrLess. This CD is worth $69.87 but you'll be getting it for free. Read thru this entire book to learnhow to get this free CD.

Now Go Read This and Implement It,

P.S. Just to show you how much I really care about you and your company, Im giving youyet one more added bonuses. Simply for downloading this ebook, you also get access toa free $39.47 resource entitled TheScience Of Getting Rich. I want to give this to you as areward for taking action and putting yourself on the path to greater success. Yes, you cango out and buy TheScience Of Getting Rich on Amazon . But why? Just get it from me FORFREE. No strings attached. Simply go immediately to www.mywealthrocket.comto get thisoutrageous free gift.

P.P.S. Just when you thought I couldnt give you any more free bonuses Im throwing inthe grand daddy business bonus gift of all time. Its my explosively success Business OwnerBailout Package. And its worth a staggering $597.39. And you get it for free (maybeonlyif you are one of the rst 500). I cant guarantee that there will be any left by the time youread this book. But, go to www.businessownerbailout.com/ebookto see if there is still oneavailable for you. WARNING: I only issue 500 of these totally free Business Owner BailoutPackages due to the large demand and my limited ability to supply them.

P.P.P.S. If you want your free CD entitled: The 6 and Radically Bold Business Strategies That

Can Double Your Cashow In Nine Months Or Less, I will mail it to your doorstep. Read thisentire book in order to learn how to get this free CD.
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Market Like a MillionaireThe SecreT To GeTT inG More LeadS

Then You can PoSS ibLY ever handLe

Table of Contents

What Is PersonalIty DrIven, reason Why DIrect resPonse MarketIng? .......................................Page 10

surefIre MethoDs to DePloy DIrect resPonse MarketIng In your BusIness .......................................Page 17

the 3 successful traIts of the Most successful entrePreneurs .......................................................Page 19

the fatal floW In (alMost every) sMall BusIness oWners thInkIng ...............................................Page 19

aDvIcefroM lonDonBusInessMan thoMas sMIthIn 1885 that you cannot Ignore .....................Page 21

the cost verses InvestMent traP In MarketIng anD hoW to avoID It .............................................Page 22

the 5 steP systeM for IDentIfyIng your target Market ..................................................................Page 23

the BaseBall glove effect: hoW to Match your coMPany Message to your Market ....................Page 25

unPackIng the all IMPortant PosItIonIng stateMent .....................................................................Page 26

hoW to DouBle your aDvertIsIng resPonse rate anD stoP feeDIng the MarketIng vaMPIre .............Page 29

the Most valuaBle asset In any BusIness anD hoW to use It to create MaxIMuM WealthhoW to create a MarketIng Plan (anD stIck to It) ....................................................................Page 32

the sIx steP sMall BusIness BlackBelt MarketIng systeM ................................................................Page 33

Where to get an avalancheof ProsPects BeatIng DoWn your Door MarketIng MeDIa exaMPles ......................................................................................................Page 36

the MarketIng rePort carD: 2 MetrIcs you Must aBsolutely knoW or else! ..................................Page 40


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One More Thing Before We Get Started.

My goal when writing this was to cram your brain so full of valuable, money makingmarketing insights that your head is going to fall right off your shoulders when youredone reading it. Dont be fooled by the length of this book. Yes, it appears short.But the value of the content is tremendous.

Im giving you very tactical, implementable insights that you can use immediatelyin your business. And, I must add here that your #1 job in your business is not doingthe thing or making the thing that your customers buy. By far, the best and high-est use of your time is marketing your products and services. Thats where the realmoney is made.

After you get done reading this, I need to hear what the single best strategy that youread in this ebook is. Go ahead and post your thoughts on my blog atwww.smallbusinessblackbelts.com/blog

Ok, roll up your sleeves cause here we go.

What Is Personality Driven, Reason Why Direct Response Marketing?

Personality driven direct response marketing is the best, and most effective way tomarket. Its the method that gets results, converts prospects to buyers, and propelsyour business forward. Specically, its the market strategy that uses key psychologi-cal triggers to get people interested in an offer. And then it provides a clear call toaction for the prospect to takeclick a button, click a link, visit a website, bring in acoupon, call a number, send a fax whatever the action may be.

Regretably, most small businesses engage in branding advertising. They give youtheir logo, a picture, and a cheesy tagline. When you compare the strategies of us-ing direct response marketing to brand advertising, its clear to me that the quickestway to business failure is by way of the brand advertising method. Comparatively,direct response marketing is the quickest way to business success.

Here are the four key charasteristics of personality driven, direct response marketing;

#1 - Use good headlines in all of your marketing messges.

#2 - Use a clear call to action in all of your marketing messages.#3 - Effectively use physoloicalg tirggers to maximize you conversion rate.#4 - Make heavy use of deadlines in all marketing messages.
http://www.smallbusinessblackbelts.com/bloghttp://www.smallbusinessblackbelts.com/blog


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#1: Use Good Headlines In All Marketing

There are several characteristics of personality driven, direct response marketing. First,it uses a compelling message that snatches a prospect, grabs them by the throat,and compels them to ready our message. This snatching and grabbing is done with

very effective headlines, subheadlines, and good copywriting.

Jon Carlton, the great copywriter, says that 80% of the value of your marketing is at-

tributable solely to the headline. So youve gotta get smart at writing really goodheadlines. There are a few tested formulas for writing headlines that I use. I like tothink of them as plug and play. You plug in key words relating to your target market,and it spits out a pretty darn good headline.

Here are some of my favorite headline formulas:

How To .

Examples:

How To Relieve Your Aching Back and HipsHow To Beat S&P 500 94.77% Of The Time

How To Find The Love Of Your Life In 33 Days Or Less

Are You ?

Examples:

Are You Frustrated At Your Emotionally Absent Husband?

Are You Getting A Tax Refund Check Of More Than $4973? Why Not?

Are You Finally Ready To Break Free From The Chains Of Average Business Results?

Are You Going To Be Clobbered By The Impending Melt Down Of Hedge Funds?

Secrets of Revealed

Examples:

Secrets of The Most Successful Entrepreneurs Revealed

Secrets of a Battle Hardened Sales Pro Reveal

Secrets of The Most Happily Married Women On The Face Of The Planet


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When you write a headline, you actually need to spend a decent amount of time writingabout 20-30 different headlines. Ive learned that the value of doing this is immeasurable.Thats because you get to pick the best, most compelling headline for your marketing piece.And then you can use all of those that didnt get picked for the headline, and put them inyour sales letters as subheadlines.

Heres a sample set of the headlines that I wrote when I was putting together

my Business Owner Bailout Package:

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Page 13 of 42

#2. Use a Clear Call To Action In All Marketing Messages

If you get the headline right but dont give a clear call to action in the copy,

then youre just wasting your time. When selling online, the proverbial clickhere now is a simple call to action. When marketing using email, separatingthe call to action from the link itself seems to work well. Heres an example:

>>>

Click this link to see if there are any left for you:

www.businessownerbailout.com

I dont recommend waiting until later to get access to your Business OwnerBailout Package. I only offer 500 of these each month to business owners acrossthe US and abroad. So if you snooze, you may lose.

Go here now to learn more:

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>>>

Another important strategy to understand when marketing in email is that youare not actually marketing products and services through email. You are actu-

ally selling the click. In other words, the entire aim of your writing the email isto get them to click the link, in the email, whatever link that may be, to continuethe selling process.
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#4: Makes heavy use of deadlines

This loops back to psychological triggers. Using deadlines is one of the most effective waysto reinforce scarcity and urgency. Yanik Silver, a successful internet marketer, came up withan ingenious method to use deadlines while selling online. Whenever a prospect got to his

order page, he had a pop-up window come up. The pop up window featured a count-down timer. And the pop up tells that the offer is only valid for the next 9 minutes. Then thetimer counts down from 9 minutes to 0.

Every call to action must refer to some specic deadline. And the more specic the better.Turn in your order form no later than Monday May 22 at 2:43 pm CST is much better thanturn in your order form by Monday.

As an example, take a look at the sales letter that I used to promote an event I was doingat a conference. See if you can nd where I use the four components of good personalitydriven, direct response marketing.


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Surere Methods To Deploy Direct Response Marketing In Your Business

Flip open the Yellow Pages. Go to the section that pertains to your industry ormarket. Chances are the business owners who are advertising in the yellow pagesare largely using herd marketing. This means their ads look and feel like every-one elses ads. They are simply following the herd. Tanning salons all have a prettywoman with a nice tan. Plumbing contractors all talk about how responsive they

are. Real estate agents show a picture of themselves dressed up in a nice suit,and they put a bunch of real estate agent certications and abbreviations aftertheir name. Your industry is probably not any different. There is a basic, standardway they everyone is advertising in the Yellow Pages.

Sadly, this phenomenon is not limited to the Yellow Pages. Herd marketing is ev-erywhere: billboards, internet, business cards, post cards, every media imagin-able! And if you practice Herd Marketing, then you are NOT differentiating your-self from your competitors

The most important question that you must be able to answer immediately whenanyone asks you is this:

Why should I do business with you over all of your other competitors

And if you do not have a clear, compelling reason for this, then pack it up, and gohome. Direct response marketing helps communicate the reason why peopleshould do business with you. It helps plant the seeds of likeability, trust, and con-dence in you and your business.

Which big super crazy reward do you want for referring people to the

Business Owner Bailout Package? Go here immediatelyto learn more.
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And there are many, many different media through which you can

communicate your direct response marketing message. Here is a

short list of the media that you should be testing:

Classified ads Directmailincludingpostcards,threedimensionalmailers,andsequencedmailings

Handwrittenletters(writtenbyavirtualassistantfoundonwww.guru.com)

Inboundtelephonemarketing

Postedsignsonbulletinboards

Billboards

Seminars,

TradeShowexhibits

Voicebroadcast

PressReleases

Email

GooglePayPerClick

OrganicSearch

BusinessCards

Faxbroadcast

The best way to go about this is to market your business by testing as many

different media as humanely possible in a short period of time. Then prune

out the media that dont perform well, and invest more marketing in those

media that do perform well.


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The 3 Successful Traits Of The Most Successful Entrepreneurs

Think of marketing as a series of planned, deliberate actions that reach a targetmarket where you present some sort of offer to them with a clear call to action,and tell them what to do. Even if you did this properly, you could still fail as amarketer. And as far as I can tell, there are fourteen secrets to marketing that youmust know if you want any hope at marketing your products and services effec-

tively.

Think of this as the marketing play book, the Marketing Bible, or just simply a col-lection of best practices that Ive realized after coaching and consulting withsmall business owners in a number of industries. The three legged stool of market-

ing is based on: being deliberate, staying dedicated, and making investments.

1. You must be deliberate about your market plan.

2. You must have dedication to implement your marketing plan.

3. You gotta view marketing is an investment in business growth, not as a cost.

The Fatal Flaw In (Almost Every) Small Business Owners Thinking

How To Be Deliberate In Your Marketing - Mostly, I see business owners who domarketing as an afterthought. This is an insidiously caustic line of thinking. Typi-cally, marketing is that thing that entrepreneurs do after all of the real work getsdone. Keep doin that if youd like to drive yourself right out of business. Market-ing is the most important function in business. In fact, your best and highest useof your time is not doing the thing that your business produces. Its not working In

your business.

The best and highest use of your time is marketing your products and services.Thats because businesses live and die by their marketing. And until you make thisfundamental change in your thinking about marketing, you wont see any valuein being deliberate, dedication, and investment.


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So what does being deliberate really mean with respect to marketing? It meanshaving a plan. Take out your calendar. And dedicate each month on the calendarto a different marketing theme. Make January be referral month. February is direct

mail month. March is Pay Per Click. April is joint venture. You get the drift.

If youve got no plan, then your marketing will simply be an ad hoc collection of ran-dom acts that make no sense. Deliberate marketing is done with a plan in mind.

Get a plan. Now.

How To Be Dedicated To Your Marketing - Great marketing with no dedication will

lose to so-so marketing with good dedication just about every time. Human beingsare relational creatures. And the most effective marketing creates a relationship

over time built on your prospects knowing your business, liking your business, andtrusting your business.

Only 6% of people are hot leads who are ready to buy now. So what about the94% of the world that will not buy your stuff now, but may be interested in what youhave in the future? Again, the principle of dedication is paramount.

If youre not committed to a marketing or advertising program, its probably not go-ing to work for you. I tell my clients that the single most important word for them toremember while they are engaged in marketing is dedication. It means that they aretaking the marketing job seriously.

Before you declare failure of your marketing plan, you need to stick with it for at leastsix months. Too many small business owners will tell me that their marketing plansfailed. And when I ask for how long did you try it they say something like 30 days.This loops back to that comment about human beings and relationships. Youve gotto be persistent and dedicated in order to validate a particular marketing medias

success or failure. If not, you wont give that media enough time to work its magic increating a relationship with a prospect so that they can know, like, and trust you.

Consider this snippet from a London Business man. (It will shock you when I tell you

when this was written).


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Advice from London businessman Thomas Smith inThat You CANNOT Ignore

1. The first time people look at any given ad, they dont even see it.

2. The second time, they dont notice it.

3. The third time, they are aware that it is there.

4. The fourth time, they have a fleeting sense that theyve seen it somewhere before.

5. The fifth time, they actually read the ad.

6. The sixth time, they thumb their nose at it.

7. The seventh time, they start to get a little irritated with it.

8. The eighth time, they start to think Heres that confounded ad again.

9. They ninth time, they start to wonder if they may be missing out on something.

10. The tenth time, they ask their friends and neighbors if theyve tried it.

11. The eleventh time, they wonder how the company is paying for all these ads.

12. The twelfth time, they start to think that it must be a good product.

13. The thirteenth time, they start to feel the product has value.

14. The fourteenth time, they start to remember wanting a product exactly like this for a long time15. The fifteenth time, they start to yearn for it because they cant afford to buy it.

16. The sixteenth time, they accept the fact that they will buy it sometime in the future.

17. The seventeenth time, they make a note to buy the product.

18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product

19. The nineteenth time, they count their money very carefully.

20. The twentieth time prospects see the ad, they buy what it is offering.

Repeated exposure to your message is necessarypromotional products give you that repeated exposur

This was written by Thomas Smith in 1885. Mr. Smith understood the idea of

dedication over 100 years ago. So no, nothing changeseven in marketing.


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The Cost Verses Investment Trap In Marketing And How To Avoid It

The common thought is that marketing is a cost. Business owner says but I cantafford to pay all that money for direct mail. And to him I say then you obviouslycant afford to be in business then, can you? This mentality grows out of igno-rance for measuring marketing effectiveness. So I cant totally fault you if youvenever been taught how to measure your marketing effectiveness.

If you are using direct response marketing, then you can measure the responserate of every ad. When you measure the response rate of each ad, you canmeasure the Cost Per Lead of each ad. Thats calculated by: Total cost for themarketing campaign / Total # of leads it generated.

You can also measure Cost Per Sale. Thats a close cousin to Cost Per Lead.

Cost Per Sale, or CPS, is measured as: total cost for the marketing campaign / #who bought. So if your CPS is 1.0 or greater, you would spend an innite amountof money on that marketing campaign.

Why? Thats answered most appropriately with this question: if you went to thebank, and there was a sign at the teller that said $100 bills for sale for $40 howmany would you buy. Youd buy as many as you possibly could! Same with mar-

keting. When you measure your response rate, you can measure the important

marketing metrics like Cost Per Lead and Cost Per Sale. So if a marketing cam-paign had a Cost Per Sale of $434.50, but you make $750 for each sale, then it isclearly a winning formula!

Marketing and advertising should be considered conservative investments. Theyare not miracle workers. They are not magic formulas. They are not instant grati-ers. If you dont recognize that marketing is a conservative investment, youllhave difculty committing yourself to a marketing program.


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The 5 Step System Identifying Your Target Market

How long will a house last with a shoddy foundation?

Answer: Of course, it wont last long. Neither will your business if it has a bad foundationof business principles. I cite the fact that 80% of all businesses go belly up in ve yearsand 96% of all businesses fail in 10 years according to the international bestseller The E-Myth by Michael Gerber.

And, if you dont have a solid foundational understanding of who your customers are,then there is a slim chance that you can mount effective advertising and marketingcampaigns to effectively reach them.

Heres the wrinkle at least half of all my business owner clients that I start a coachingor consulting relationship with are dead wrong about who their ideal customers are.The assumptions that they make about their ideal prospects are informed by the wronginputs. Test out your assumptions about who your ideal customers are.

Heres how.

Step 1. Create a survey for your customers.

Ask the most pertinent questions like what is the #1 reason you do business with usand what do we do better than any of our competitors? These question help youunderstand why your customer buy. But also ask demographic related questions likewhats your annual income range? (Providing multiple ranges with check boxesworks best), what zip code do you live in? Marital Status? Top three magazines youread? Top three newspapers you read?

By understanding what magazines and newspapers they read, you can begin to knowwhere you might run direct response ads. Annual income and other demographicquestions help you when you go to rent segmented mailing lists. You can match yourcustomers demographics with those of mailing lists.


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Step 2. Choose a survey tool to distribute the survey and collect responses.

You can do this with a printed hard copy and offer it at the point of sale. Go

ahead and offer some small reward to incentivize your customers to complete the

survey. Ive used and tested several online survey tools. Heres the one I like best(and you even get a free trial by clicking here).

Step 3. Distribute the survey and communicate a deadline.

If you chose a web based survey like I recommend here, youll be smart to uploadyour customers email addresses into your survey tool. This will save signicant timethan hand entering all of them. You can pull their email addresses out of Quick-Books if you dont use a Customer Relationship Management (CRM) software likeAct!, Goldmine, or Salesforce.com.

Be sure to assign a deadline for your respondents and for yourself. If not, you maycollect data for a very long time and not take any action analyzing it.

Step 4. Collect your results.

The online survey tools make this very effortless. There is a back end analysis inter-

face with all of the online survey tools that I mentioned.

Step 5. Analyze the results.

Put the data into summary form. Web based survey tools do this for you. Thenask yourself several questions like what do you customer have in common? orwhere do most of my customers live (zip code)? You can begin to paint the

picture of your ideal customer.

Speaking of surveys, heres a short two question survey that will take about 90 sec-onds or less of your time. Click here immediatelyto give me two simple answers.

After going through this valuable research and data synthesis process, youll havea very, very good idea of who you are target market is. Ironically, you probablyhave the wrong understanding of your target market. I say this because my ex-perience tells me that when business owners commit to this discovery process ofnding their ideal customer, they often realize that their ideal customer is not who

they thought it was.
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When Im standing on the bank with my line in the water, I have a decent idea ofthe type of sh that I am going to catch. Thats because the lure and bait that I se-lect will attract a specic kind of sh. If Im shing for largemouth bass, I want to usesomething like my old trusty yellow jitterbug. If Im going for Rainbow Trout, Ill usemy favorite rooster tail. Otherwise said, if you want to attract deer, you dont stickout a big hunk of cheese in your backyard.

Such is the case with your business. The wording that you select to communicateto people about what your business does will determine the type of customer youhook into your business. After working with a numerous clients, I created a processon how to create a cohesive, effective, marketing message for businesses. I call itthe Total Business Message.

There are three components to your Total Business Message:

1. Positioning Statement

2. Unique Selling Proposition

3. The Hook

Unpacking The All Important Positioning Statement

When Im consulting and coaching with business owners, I often nd it instructive togo through the psychology of the Positioning Statement. I want to really build upyour understanding of what it is and why you need a rock solid, air tight PositioningStatement for your business.

If you think about it, consumers naturally group businesses that do the same type ofstuff or sell the same type of stuff together. Even if you try to differentiate on some-thing, subconsciously all consumers will naturally remove differentiation


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unless

You make it fundamentally impossible for them to group you together with your competitors.

But before I get into that, lets get clear on what a Positioning Statement really is.

A Positioning Statement is the unique benet, emotion, or characteristic that your customers

associate with your business. Said another way, it is that thing that you do better than most,if not all, of your competitors. It is a key building block to not competing on price. Its also atool you use to differentiate your business from your competitors.

Before I share this with you, dont go running off and telling the world about this formula. Youwant to keep this close hold. Did Colonel Sanders reveal his crispy juicy fried chicken recipeto anyone? Heck no!

Ok, so back to the formula for creating your Positioning Statement:

For(segment), (your business name) is the brand of (frame of reference) that(point of uniqueness) because (reason to believe).

hereAreAcouPLeoFexAmPLestostimuLAteyourthinkingAboutthis.

For (entrepreneurs with 1 to 100 employee companies), (Small Business Blackbelts) is thebrandof(businesscoach)that(teachesyouhowtodoubleyoucashowin9

months) because (he guarantees it).

For(rsttimehomesellersinzipcodes96706,96709,and96704),(JodyLangeRealEs

tate)isthebrandof(realestatebrokerageservicerm)that(givesyouamoneyback

guarantee if we dont sell your home) because (of our proprietary marketing and sell ingtacticsthatnootherbrokeragermuses).

For (busy professionals living in the Minneapolis metro area), (Cathys Dry Cleaning) isthe brand of (dry cleaning service) that (gives unlimited free dry-cleaning) because of(its free dry-cleaning for referrals program).


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How To Double Your Advertising Response Rate AndStop Feeding The Marketing Vampire

Your positioning and the choice of media you use to market that position-ing of your business are extremely important. But unless you know how to

properly employ ads, youll still be feeding one-thousand dollar bills to themarketing vampire. And hes mighty hungry. He loves to suck the cash outof small businesses that dont know how to properly market their stuff. Here

are some of my most effective strategies for doubling your advertising re-sponse rate and slaying your marketing vampires.

A favorite approach of mine is to make the point of uniqueness be an un-believable no-risk guarantee for the customer. Several examples I use in mybusiness are 120% money back guarantee (give them the money back plus20% more than the paid), double guarantees, and triple guarantees.

There is a very successful pest control business owner who tripled the salesof his business by using an unheard of industry leading guarantee. His guar-antee was that if, after the initial treatment for termites, there was any evi-

dence of termites at your house for the next ve years, you got a retreat-ment for free. And you had your initial treatment fee refunded to you.

Very few customers ever cashed in on the guarantee. And when they did,the business owner used the money-back guarantee checks that were writ-ten to these customers as marketing tools in his other marketing efforts.

Additionally, he used the thank you letters from these astonished custom-ers in his marketing campaigns. This tactic made his pest control businesses

perform in the top 1% of all pest control businesses in the country.

The #1 objection I hear from my clients when I say this is but they will killme with this guarantee and make me go broke! Yes, you will have a fewclients or customers who take advantage of your guarantee. But the incre-mental costs uncured from honoring this guarantee will be peanuts com-pared to the additional extra front end sales you make.


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The second strategy for doubling an ads response rate relates to Reason

Why Marketing. The Reason Why you should do business with me over allof my other competitors is because I offer you very valuable, free infor-mation that you cant get anywhere else.

If you can answer the Reason Why question this way, it means that you are

using information products in your marketing. This is the quickest strategy todramatically improving your marketing efforts.

Studies show that consumers are bombarded with more advertising today

than ever. I read somewhere that the number of advertisements the av-erage consumers sees today is ten times what is was fteen years ago. Sowhats a business owner to do to cut through the clutter of this deafeningadvertising noise?

Simple. Deploy Information products in your marketing and selling actions.

When people feel like they are being sold something, they have an internalreaction which tells them to put up their defenses. People generally dontlike to be sold to. The next time you are in a department store, stand off tothe side for a few minutes and observe how the employee interacts withcustomers walking into the store.

Every salesperson will say can I help you? And every customer will sayno thank you. But, the fact is the people are going into that store forsomething, and it is often to gather information to make a buy decision oractually buy something. So most people politely lie with the no thank you

because they felt like they are being sold to. Offering information productsis a way to disarm the prospect from feeling like they are being sold to.

What is an Information Product?

Information products are reports, how to guides, ebooks, articles or anyother knowledge based good.

What if you could position yourself as an expert in your industry, make priceirrelevant to your prospect and increase your lead conversion rate? Wouldyou be interested? Of course you would! Information products put you in

the position of trusted expert. By offering valuable information to prospects,you dont have to force a hard sell for your wares.


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When you dole out valuable information products, you become atrusted advisor to your prospects, thus helping to solve their problems while

giving them unique insight into your business and/or industry. This creates an

important shift in the minds of your prospects. You move from vendor to trusted advisor

Vendors sell stuff. Trusted advisors dispense valuable information and educate.Which one would you rather do business with?

The key here is that the information you offer must be of very high quality.

And, after consuming your information product, your prospects will be more favorably dis-posed to knowing, liking and trusting you.

And, the quickest and fastest way to use marketing to crush your competition is to create in-formation products that teach people how to do stuff. Let me explain with an example. Consider my familys experience when shopping for a private school for one of our kids. Grantedprivate elementary schools are now known for their marketing prowess.

We did what all parents do. We called around. We meet with principals and teachers. We

looked at their curriculum. None of them used an information product to market to us. If anyof those schools had created a research report entitled The Top 5 Ways The Private SchoolsRip You Off And What To Do About it, we would have devoured that report in a heartbeat.

Or imagine if my quick lube place had created an information product entitled 9 Ways ToCut Your Cars Maintenance Costs In Half Almost Immediately. Again, I would have been

much more interested to go to that place that provided this value information.

Heres the checklist that I go through when creating information products for my companyand my clients:

1. Figure out the main theme of an appropriate information product foryour business. Generally youll need to stick to how to stuff.

2. Brainstorm several information product ideas. Research report type informationproducts work the best in just about any industry.

3. Create the report either by hiring a virtual assistant to do it throughguru. com or elance.com. Or do it yourself.

4. Finalize the information product by having a graphic designer brand itwith your business, and make it look nice and professional.

I cover this topic in depth in my Referral Marketing System.

Simply go here now and check it out.
http://smallbusinessblackbelts.com/cashflow-weapons-arsenal/referral-marketing-system/http://smallbusinessblackbelts.com/cashflow-weapons-arsenal/referral-marketing-system/


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Whats The Most Valuable Asset In Any Business AndHow To Use It To Create Maximum Wealth

The most valuable asset in your business is not your location. Its not your name, oryour slogan. Its not your logo. It isnt even your products, your intellectual property,

or your proprietary processes. The most valuable asset in your business is your list!

Whats a list?

When I say list, I mean your customer list. The list of names, addresses, email ad-dresses, and any other personal information you have on your customers.

The list is the most important part in any business because its where the recurring

revenue comes from. Its the gold that you continually keep mining. A list of activeprospects (and even better yet, paying customers) is the vehicle you use to continu-ally send offers to.

Say you have a childrens clothing retailer. If you had a list of 1,000 expectantmothers, how valuable would that be to you? Answer: immensely! But youd onlyknow that if you understand direct response marketing.

Direct response marketers understand that the larger and more qualied the list, themore gold that can be mined from it. You can take a list of 1000 expectant moth-ers, and use a three step direct mail sequence to present them some valuable howto information that teaches them how to be a better mom. When they respond

to get your free information, you then present them an offer for a packaged set ofnewborn toys, clothing, whatever.

Or imagine youre a restaurant owner. If you collected the email addresses ofeveryone that comes into your restaurant, you can create customers on demand.Say its a slow Tuesday evening and youd like to ll your seats. You send out anemail to your entire list that says buy one get one free meal for the next 2 hoursonly!. Then watch the stampede that comes busting down your door.

So if youre not doing everything in your ability to collect names, email, and mailingaddresses of every person that comes in contact with your business, you are neces-

sarily ushing money down the drain.


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The Seven Step Small Business Blackbelt Marketing System

So far, Ive described tactics to market your business more effectively. Thatsall about implementation. But without a plan, implementation tactics dontget much traction. Not having a plan is the automobile equivalent of nevertaking your business out of rst gear.

So youve gotta have a framework to operate a marketing plan. Because

two things are abundantly clear to me after coaching and consulting with

small business owners. First, if you dont have a marketing plan, youve gotvery little chance of achieving big time results. And second, if youve got aplan, but dont stick to it, youre going to be wasting time or money or both.

So heres the Seven Step Small Business Blackbelt Marketing System

1. Document the clear action that the prospect is supposed to take. Thisloops back to direct response marketing. Whats your call to actionsupposed to get them to do? Examples include clicking to a Website, come into your store, cut out a coupon, call a toll-free number or

a pre-recorded message, take a test drive, or ask a doctor or a profes-sional about your product, etc.

2. Document how youll get people to take this action. This loops back toReason Why marketing. Remember that? Whats the #1 reason Ishould do business with you over your competitors. The best strategyhere is to offer a valuable information product that cures some pain theprospect has or tells that how to do something.

3. Document your target market or markets. Heres an example for mybusiness to give you a feel for what I mean. My target market is en-trepreneurs operating businesses with 1-75 employees.

4. List the marketing media youll use to reach these prospects.(I give you a list in this Crash Course).

5. Write out your Total Business Message.


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And when that little red man with the pitchfork is sitting on your shouldwhispering to you to stop your marketing, you should remind him of this:

1. Your target market is always changing. New people, new prospects,new trends, and demographics, and new lifestyles change the marketplace. 20% of all Americans move each year. 33% of all Americans whoare in their twenties move each year. And the average U. S. citizenmoves eleven times in a lifetime. And consider that about six millionAmericans get married each year. If you stop marketing, youll be miss

ing the evolution of your market.

2. People have an incredibly short memory. Americans are bombardedwith approximately 4,700 advertisements and marketing messages eachweek. Thats a tenfold increase over the past fteen years. A studydone on this topic was performed regarding TV commercials. A particular commercial was shown on TV once each week. And they airedthe spot for thirteen weeks straight. After the thirteen week period,only sixty-three percent of the people surveyed were able to rememberthe spot. Fast forward one month. Only about thirty-two percent remembered it. Shockingly, about seventy-nine percent of those that say

that ad aired for the entire week forget about the ad in a mere sixweeks. Having a continual marketing plan, and working that plan is howyou stay top of mind.

3. Direct Response Marketing is absolutely, positively required for survivaland success. If you decide to stop marketing, your prospects surelywont know you, or that your business exists. If you pull the plug on yourmarketing efforts, youre on the path to going out of business.

4. Customers get board and leave you for no good reason other thanboredom. When you cease your marketing to your prospect and cus

tomers, theyre gonna get board. In this age of instant gratication,iPhones, and bright shiny new objects to buy, people lose interest in yourfaster now than they ever have. Theres just too much other cool stuff inthe world to command their attention. Sadly, when you customers stophearing from you, you give them an excuse to be bored with you.Which gives them a reason to leave you?


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Where To Get An Avalanche of Prospects Beating Down YourDoor Marketing Media Examples

Here are a few of the commonly heard about, but often misunderstood, media thatyou can and should be testing in your business.

Direct-Mail Marketing

This is the best media to use as a small business owner. In fact, if you held agun to my head and forced me to pick just one marketing media for me touse for the rest of my life, I would pick direct mail. You must, MUST, becomean expert at copywriting and using direct mail.

When you study the Forbes 400 list of the wealthiest people, more billionairesmade their money using direct mail than any other media.

In well run larger companies, marketing directors prefer direct mail. Abouteighty-nine percent of them use it to generate leads. And about forty-eightpercent of them use it to sell stuff directly to the consumer.

Im convinced that the four most important elements in direct mail are 1. theright list, 2. the right offer, 3. the right copywriting, and 4. the write graphicalembellishments and photos used to spruce up the letter. If you had to pin me

down to just one element as the most important element that would denitelyfocusing on the right mailing list.

Do anything to get your envelope opened. Put teaser copy on the outside ofthe envelope. Or dont mail in an envelope. Mail in a three dimensional itemlike a plastic trash can, a hollow coconut, or an oversized pill prescription bottle.

There are a ton of advantages of direct mail over other media. Here are a few


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You can rent a mailing list of just about any demographic or characteristic you want. If you want one-legged red headed married menwith gross incomes over $100,000, you could get a list for that.

You can easily measure your response when you employ directresponse marketing.

It is far more easier to closely match the message and your offer toyour prospect. That reason why is because you can get a microsegmented list that is precisely matched to your message. Its the

equivalent of smart bomb selling.

When done properly with good personality driven copywriting, directmail will always yield the highest results. And it is very easy to do alow cost test to several lists to see which ones will be most responsive.

Direct mail levels the playing eld for you as a small business owner.Youve got access to the same lists that big companies do.

Youve got a secret weapon that big businesses dont have withdirect mail. You can be highly creative, highly personal, and highlyunique in your copywriting. Big businesses are too scared to do that.

Newspapers

Consider which newspapers best match your target market. Thereare metropolitan newspapers, local papers, national newspapers,shopper-oriented circulars, c1assied-ad newspapers, campus newspapers, business newspapers, ethnic newspapers, and daily, weekly,and monthly newspapers.

Newspaper quote you their circulation. When you see a circulationnumber, go ahead and triple it to get the real number of people thatread it. When a family or an ofce has a subscription to the paper,and several adults and multiple kids read each issue, this is countedas one single subscriber.


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Test the right newspapers. Remember that there are most likely far morenewspapers in your region than you ever imagined. Run an ad in asmany of the newspapers in your area as you can - there may be as

many as twenty-ve. Use coupons in your ads. Have each coupon makea different offer. Better yet, use the ads to promote a free bundle of

valuable information that your prospects would nd really helpful. Thenuse that to generate leads and build a big list. You might test at leastthree or four newspapers.

Newspapers charge you a fee by the line or simply by the inch. Andthere are fourteen lines to the inch. So if the newspaper charges you two

dollars per line, then you are paying $28 per inch. Say youd like a adthats ten inches high and three columns wide, you multiply $28 by tento get $280, then multiply that by three (for three columns) to get bythree, for a total ad cost of $940. And if you were to run that ad weekly,itd cost you about $3,887 per month ($940 * 4.3 weeks per month on (average).

Put a photo with a caption in your ad. Captions are the second mostread area of any ad after the headline. If you fail to put a photo or illustration in your ad, it will perform about twenty-seven percent less effectively.

Magazines

One of the most important reasons why people will buy from you, after conve-nience, is condence. A magazine ad screams condence in your business because the prospect thinks if he advertises in here, he must be doing really well.

A good, direct response marketing ad placed in a well targeted magazine givesyou huge credibility. You can get reprints of the ads and use them in direct mail

and say as seen in .

A smart strategy is to run a regional ad in a single issue of Time or some other highprole magazine that matches your target market well. Then you can use thosereprints at your check out counter, in your window, on your invoices, on your website, etc.


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Test, test, test rst before making a big media buy. A smart way to test is to runa dual track, often called split test, in a small sample. You can test two sepa-rate offers, headlines, etc. Be sure to give each direct response call to actiona separate code so that you can measure the response of each ad. Then,whichever one works best, roll that out in a full media buy.

Radio

Dont do what most small business owners do. They overpay for radio air time. And

they fail to use direct response marketing. Be my guest if you want to, but you donthave to pay $1,800 or more for the airtime for a single thirty-second radio commercial.Thats what you might pay in a big channel with wide listener base. Be very selective

and target radio that ts your target market.

You might be able to get a small radio spot for as little as $10 on a small station. Andwhen you do the Cost per lead (total $ spent on the spot / # of lead generated withdirect response marketing effort from that spot), you probably can get your cost perlead lower on a smaller, well targeted station.

Always attempt to negotiate a lower rate. The published rate is not the rate that the

spot always sells for. You could conceivably pay just $7 for a single radio commercialon a smaller, less popular station. Youll certainly talk to more people with the $1,350spot, but you will reach more than a few people with your $7 commercial.

Be consistent. One shot radio spots never work. If you were to spend $10 for ve spotsper day, or $50, and you ran those spots at least four days a week ($400) for threeweeks out of the month, you might be able to get that coverage for $1,200 a month.This would ensure you are appropriately covering the listener prole for that station.

Test which stations work best. If you are not going to test multiple radio stations, stay

away from this media. Only using one station means that you are not participating ina radio campaign. If you are only going to use one station, dont even spend anymoney in this media. If you are going to commit to radio, you need to test about fouror ve stations. Be sure to run good direct response commercials on all ve. Again, besure to make the response mechanism such that you can track the response fromeach individual station. Then eliminate the three worst stations and invest in the besttwo stations.


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The Marketing Report Card: 2 Metrics You Must Absolutely Know Or Else!

Ive found that the very best and most successful entrepreneurs have a very good un-derstanding of marketing and selling. And one of the ways they demonstrate that tome is that they understand the following three marketing metrics. Generally, the bestentrepreneurs know these marketing metrics in their business because they activelytrack and measure them.

Basically, Customer Lifetime Value is the amount of money each customer will spendwith you over the course of the entire relationship with your business less any marketingcosts it took to create that relationship.

Most business owners think of marketing costs in a one shot deal. In other words, they

think to themselves if it costs me $55 to market to this person, and they make a $40purchase, then Im losing money. That can be true in the near term. But you reallyhave to understand how much money that customer spends over the lifetime of theirrelationship with you. If they spent $40 on the rst transaction, then yes, youd be $15in the hole. But if they made (4) more $40 purchases over the next two years, then youactually have a very lucrative return on that $55 marketing budget to snare that cus-tomer.

This is why CLV is the most important marketing metric there is. Its important in that itencourages an entrepreneur to shift his/her focus from short term customer protabilityto long-term health of their customer relationships. Most importantly, the CLV value is

an important number because it represents an upper limit on spending to acquire newcustomers.

Getting back to that example. You spend $55 to get a customer. Who then spends$40 (initial purchase) + $40 + $40 + $40 +$40 over the next 2 years. So actually theyspent $200 with you. And it costs $55 to get em in the door. So if, on average, everycustomer spent $200 with you over two years, then youd be willing to spend up to$200 in marketing and selling costs to acquire that customer.

CLV is calculated like this: Average sum of all future cashows from each customer

cost to acquire that customer.


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This is the cost required to get a lead. So if you dened a lead as having the name, email,and mailing address of a qualied prospect, then you need to know how much it cost to getthat information.

The reason why you need to know that is because the Cost Per Lead is a way to gauge the e

fectiveness of your marketing efforts across different media. If you market through direct mayour cost per lead will be different then if you use social media (Facebook, Twitter), You Tubevideos, Google Adwords etc. And of course, youre always trying to drive your cost per leaddown which means that you marketing effectiveness is going up.

To calculate CPL do this: Sum of total cost to perform a marketing campaign / total numbeof qualied leads you received.

That concludes my book on marketing like a millionaire. I look forward to helping you createand install high performance systems that generate repeatable, predictable income.

Just in case you are one of the few who still does not receive my monthly print and ink news-letter along with my Interview With A Guru CDs mailed each month, then go ahead and xthat right now.

Click here right now to see if there are any free Business Owner Bailout Package left for you --which is where you get free trial access to monthly newsletter that I mail directly to your doorstep. Now its time to go implement.

Take Care,

P. S. Click this link right now to check out a way to dramatically increase your business.

P.P.S. Let me give you your free book written by Napoleon Hill entitled: Think and Grow Rich.

It will cost you $14 if you buy it at Amazon.com but I will give it to you free if you just show meone idea from this book that you've implemented in your business. Show me that one imple-mentation idea by either scanning and emailing it to me at:[email protected]. Be sure to put "marketing implementation exam-

ple." Or fax it to me at 877-803-6492. Again, be sure to put "marketing implementation exam-ple" in the subject line.For the 3 best implementation examples that I get, I will be giving you $497 website assessment.That's right, I will foot the bill for this assessmenet that will teach youhow to increase the protabiltiy of your website.

P.P.P.S. I'm also giving you another bonus in exchange for a testimonial about this book. Iwant to mail you a free CD entitled: The 6 and Radically Bold Business Strategies That CanDouble Your Cashfow In Nine Months Or Less. All you have to do is give me a testimonial forthis book. Call my testimonial hotline and recored your testimonial there. This is a 24 hour prercorded message. You will not speak to anyone. Call 877-647-7618 immediately to submit youvoicemail testimonial. Then my assistant will give you access to your free CD.
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Looking for More WaysTo Create Wealth Systems In YourBusiness That Save You Time And

Generate Predictable Results?

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