Wednesday, September 23, 2015

Big Profits From A Slight Edge

Did you know?

You don't have to be 3 times better to earn 3 times more money in your business.

Just ask Kentucky Derby winner, American Pharoah.

If he could talk, he'd tell you that he won by just a slight edge over the #2 horse. But he took home a LOT more money.

Three times more, as a matter of fact. Check it out ...

1. American Pharoah - $1,240,000 payoff

2. Firing Line - $400,000 payoff

Was American Pharoah three times faster than Firing Line? No. He was just a little bit better. He had a slight edge.

Is that fair? No.

Is that life? Yes.

All you need is just a slight edge over the other guy ... and you can take home a paycheck that’s so much bigger, it’s almost unfair.

Here's another example from the human world, my client, Joe X. (He advertises every on national TV and his competitors steal his ideas, so his name must be kept confidential for now.)

Joe is on track to add $462,363 EXTRA to his business this year, from the same ad spend.

He did it, with my help, using the same principle of the slight edge. Take a look at the graphic below to see the "before and after" results of a test I did for him ...

How did I cause a 43% surge in his sales, almost overnight?

I made a slight change to his web site -- just the headline. That's it.

The new version took me less than 5 minutes to create ... but it was based on 20 years(!) of writing web page copy. Yes, I've been at this since 1995.

We sent more than 1,880 visitors to two versions of his web site to see which was more profitable.

And ... we got 43% more sales. That's an extra $8,891 every week my client will likely make, from the same amount of web traffic, thanks to one slight change I made for him.

Takeaway: If you're not optimizing your marketing -- testing changes big and small to your headlines, email subject lines, phone scripts, sales letters, etc. -- you are absolutely, positively throwing money away.

Best part: You don't have to change the world to change your world. Just a small, slight edge can slice open huge new sales and profits.

One more thing: If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now.

Saturday, September 19, 2015

36 F- Words You Can’t Say in Business

(See the key below for what each F-word really means.)

Did you know?

Your business strategy is f---1 important!

Unfortunately, it’s easy to be distracted by f---2 tactics.

That’s why you need a strategic plan of action to stay on track. Otherwise ...

You’ll Be Seriously F---3!

But let’s f---4 recap shall we?

A tactical business owner works to make more sales today.

If you tell him (or her, I’m not a f---5 sexist) that it’s twice as hard to get an appointment with a prospect as it was 5 years ago, he’ll say, “F---6! I’m going to work twice as hard.”

By contrast, a strategic business owner works to make more sales today and tomorrow.

If you tell him it’s twice as hard to get an appointment with a prospect, he’ll say, “F---7! I’m going to make selling twice as easy.” In other words ...

The Tactical Business Owner
Chases Profits By Working F---8 Harder.

The Strategic Business Owner
Creates Profits By Working F---9 Smarter.

Now, I know what you’re thinking: How can I f---10 work smarter and make selling twice as easy?

Well, you should f---11 realize that only about 3% of your prospects are actively looking to make a purchase right now, according to my f---12 research. Out of every 100 phone calls or emails you get, only about 3 of them will say, “I want to f---13 buy today!”

The rest of your prospects (as many as 97% of those f--14 people) are not buying today. They’re only thinking about it. They might be interested or think they have a problem ... but they’re not sure how you can f---15 help.

So, what can you say to the 97% of your market to get their f---16 attention and start a f---17 conversation that leads to a f---18 sale, even if they’re NOT ready to buy?

Try this: Offer to educate them. Because everyone wants to make things better, but only 3% want to buy today. It’s just common f---19 sense.

Want proof?

Try this thought experiment ...

You walk into a car dealer. A tactical sales rep pounces and says, “Hi! Can I help you find a f---20 car? We’ve got some f---21 beauties this week!”

What’s your reaction?

“No, I’m just f---22 looking.” You may want to buy a car, but instincts take over and your shields go up when you think you’re being sold something.

At another car dealer, a strategic sales rep greets you and says: “Hi! Have you seen our f---23 car guide? It shows you how to avoid the 7 mistakes most people make when buying a car. It’ll save you money even if you don’t f---24 buy from us. Here’s a free copy.”

What’s your reaction to that?

“Thank you! This is f---25 great.” You’re now indebted to that sales rep for giving you real value before he asked for money. You may buy today. Or not. But you’ll certainly be more open to a f---26 conversation with that sales rep. Which makes a sale today more likely.

And you’ll take his f---27 car guide home and either buy from him in the future or use the guide to evaluate other sales reps, who will likely pale in comparison to the guy who tried to f---28 educate you. 

So ...

That’s The F---29 Power Of
Strategic Educational Marketing

By playing the long game and taking time to help buyers today, you can make more sales, more easily. Today and tomorrow. F---30!

This is what I help my f---31 clients do to earn their prospects’ trust and respect ... generate more referrals ... preempt low-priced competition ... and position themselves as f---32 experts.

Now. If you’d like to enjoy those f---33 advantages in your business, please visit my f---34 web site.

One more thing. I follow my own advice ...

Should you call me at 612-567-6642, I won’t try to f---35 sell you something, okay? 

We’ll just have a conversation about your business and how it can grow bigger, faster with strategic educational marketing like this.

Thanks for reading!

F---36 you,

Kevin Donlin

P.S. Here’s the key to all those f-words:

1. forceful   
2. fanciful   
3. Flummoxed    
4. first       
5. fiendish    
6. Fiddlesticks    
7. Fine       
8. Foolishly   
9. Facilely   
10. finally   
11. first       
12. faithful   
13. Fearlessly
14. Fickle   
15. fairly       
16. fleeting   
17. feel-good   
18. fabulous   
19. Fiscal   
20. foreign    
21. fast       
22. fitfully   
23. free       
24. finally   
25. factually   
26. Facile   
27. fantastic    
28. faithfully   
29. Fiery    
30. Finally   
31. fearless   
32. faultless    
33. favorable   
34. Friendly   
35. foolishly    
36. Favoring

Wednesday, September 9, 2015

Touch Deeper, Sell More

The other day, I was in Whole Foods shopping for toothpaste. I was looking for Tom's or another brand.

But then I found -- and bought -- this. Check it out ...

You've never seen a box of toothpaste like Dr. Bronner's.

I haven't counted, but there must be at least 2,000 words of philosophical and advertising copy wrapped around that little box -- 8 typewritten pages. Maybe more.

You'll find such unique insights as:
  • “All freedom loving children hate the word Discipline! Yet, self-discipline is the key to freedom!”
  • “Absolute cleanliness is Godliness! Balanced food for body-mind-soul-spirit is our medicine!”
  • “Beavers, by family teamwork, stay alive! Building dams, surviving the toughest winters without any welfare help to enjoy life!”
Lots of companies talk about vision or mission, but Dr. Bronner's lays it all out for you, right there on the box. Once you start reading, it's hard to put the thing down. So I bought it.

But this is not about philosophy. This is about building your business.

So, think like Dr. Bronner and do this: Take a look at everything of yours that clients and prospects touch. Your business card, envelopes, invoices, stationery, etc.

Then ask yourself: Are you using every available bit of "real estate" to build your business?

Examples ...

1) Advertise on the back of your envelopes, like my client Bill Gough does (see below)

2) Put testimonials, an offer (or both!) on the back of your business card (see below)

3) Turn an ordinary letter into an experience by mailing it in a box, or a tube (see below)

You get the idea.

No matter how you're "touching" people in your business, you could do it more deeply and effectively, simply by adding more to it or changing the packaging.
Best part: This need not cost an arm and a leg. Not at all. All you need is a little creative thinking.


Making small changes that touch people deeper is an example of what I call Marketing Multipliers -- small steps to big profits.

Marketing Multipliers are simple. They cost little or nothing. And you can implement them today.

If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now

Thursday, July 30, 2015

Now, Discover The Most Valuable Thing You Can Do To Build Your Business

Want to know the most valuable thing you can do to grow your business?

You can find it in 6 simple steps ...

Step 1: How many hours you work each week -- 40 hours? 55? 70? Add them up.

Step 2: Choose your #1 goal for the next 30 days -- a sales figure? Number of new clients? Project completed? Whatever.

Step 3: Divide your weekly working hours by 2.

Step 4: What will you do to reach your #1 goal in half the time? Write your answers down.

Example: If you work 60 hours a week and your #1 goal is $20,000 in sales this month, what will you do to reach that goal in half the time -- 30 hours a week?

Possible tactics:
  • Direct mail to 300 prospects within 5 miles
  • Joint venture with 5 non-competitors
  • Double your ad budget on Google and Facebook

Step 5: Divide your weekly working hours by 2 again.

Step 6: What will you do to reach your #1 goal NOW, in 25% of the time each week? Do your answers to question #4 change? They should. Write them down.

Example revised tactics:
  • Direct mail your 30 best clients; ask to meet by phone or in person to discuss their goals -- and how you might help achieve them
  • Joint venture with your 2 best vendors and 3 best clients
  • Double your direct mail budget for letters sent to clients and vendors

See the difference in tactics between Steps 6 and 4?

Key: What you wrote in Step 6 are your most-valuable marketing tactics. Because they are what you would do if you could work only 25% of the time. You've just proven their value with this thought experiment.

Next Step: Do more of those most-valuable tactics for the next 30 days -- and see what happens.

This thought experiment is an example of what I call a Marketing Multiplier. It's a small action that can deliver big profits.

Marketing Multipliers are simple. They cost little or nothing. And you can implement them today.

If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now

Tuesday, July 28, 2015

The $10,000 Rice Krispies Treat

That's not a misprint.

It is possible to create a Rice Krispies Treat worth $10,000 to your business -- or more.

In fact, I'll show you a picture of one such incredibly valuable confection. 

Here it is:

The $10,000 Rice Krispies Treat

Now, let me explain ...

Last week, I was in Austin, TX at the brand-new Westin Austin Downtown hotel. My client, Bill Gough (president of BGI Systems) was hosting a meeting for some of his clients.

Bill told me that, frankly, he was leery of holding a high-priced event at a hotel just 3 days after it opened, as was the case at this Westin. But the hotel manager assured him that our stay would be PERFECT.

Well, that turned out to be wrong. Our stay was not perfect.

It was, in fact, BEYOND perfect.

I won't go into details about the quality of the food, the rooftop pool, or the service -- those were all pretty much perfect.

But hotel employees are like baseball umpires. If you do your job perfectly, nobody notices. To stand out, you either have to piss people off or blow them away.

The staff at the Westin Austin Downtown blew us away. And they did it, not with whiz-bang technology or a 9-course meal, but with ... a Rice Krispies treat.

Here's the story: The hotel served Rice Krispies treats at lunch. One of Bill Gough's employees mentioned that the hotel treats were good, but that he missed his wife's, because she bakes them with Fruity Pebbles.

That night, after our meeting, he returned to his room. About 5 minutes later, there was a knock at the door. A bellman delivered what you see pictured above. Someone in the kitchen had created a special Rice Krispies treat covered in Fruit Loops and frosting.

Here's what the note says:

"We hope you are enjoying your stay at the Westin Austin Downtown. We remember you saying that you liked rice crispy treats with Fruity Pebbles, and wanted to give you a sense of home while you were away.

"Although it does not have Fruity Pebbles, we still want you to enjoy this variety. Please let us know if there is anything else we can do for you during your stay."

I wish I could read the name of whoever wrote that note! Instead, I'll just have to credit the entire staff at the Westin Austin Downtown with being customer service geniuses. And it could only have sprung from a culture that encouraged its employees to delight the customer first and worry about rules later.

(Quick: Imagine the IRS or Social Security Administration doing anything like this. Impossible. Finding delightful service in a bureaucratic culture is like finding roses growing on Uranus.)

Anyway, this incident is worth at least $10,000 to the Westin Austin Downtown.

Think about it.

Ten grand might buy a full page ad in the Austin Daily Herald. But could $10,000 buy 25 raving fans who tell everyone how great you are? No, not without drugs or prostitutes. But that's what this treat did among our group -- we spent 20 minutes talking about it the next day and I haven't shut up since I got home.

And that's not counting the future stays the 25 of us will make at other Westins ... or the seminars my client Bill Gough will hold at other Westins ... or the viral marketing this happy little incident will likely set off.

No. If you add up the potential revenue that will roll into the Westin Austin Downtown and other Westin properties, it's actually far beyond $10,000.

Your Takeaway as a Business Owner: Incredible service that delights your clients and turns them into referral-generating fans need NOT cost a bundle. No expensive technology, big ad budget, or patents are needed.

Delivering incredible service only requires ... attention. Just pay attention to what your clients and prospects are saying. Whether it's on the phone, by email, or in person, WATCH and LISTEN. Look for an opportunity to delight people by doing the unexpected.

Key: Nobody ever booked a hotel room for the Rice Krispies treats. But a Rice Krispies treat that's customized for one customer ... because of an offhand remark ... then delivered to their room with a long, personal note ... well, that's a BIG DEAL, as you have seen.

Cost to the Westin in labor and supplies: About $10.

Value to the Westin in advertising, good will, and future stays: About $10,000. (That's a return on investment of 99,900%.)

You might want to go and do likewise.

Service that surprises and delights your clients is what I call a Marketing Multiplier -- a small action that can deliver big profits.

Marketing Multipliers are simple. They cost little or nothing. And you can implement them today.

If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now.

Tuesday, July 14, 2015

Can A Plumber's Butt Crack Build Your Business?

The following marketing idea is either crazy insane or crazy good.

Watch and decide for yourself ...

You see, design and delivery are effective ways to build your business, without breaking the bank.

For example, the solution to Buck Crack comes in a bucket from Duluth Trading Company.

In reality, it's just a men's shirt. You can buy one anywhere. It's a commodity.

But ... when it's billed as "Crack Spackle," a way to fix "plumber's butt" -- with printed instructions for doing so -- that t-shirt is no longer a commodity. It's an experience.

And people will pay good money for an experience. Just ask Disney, Ritz-Carlton, or Starbucks.

The design and delivery of a bucket of "Crack Spackle" set Duluth Trading Company apart.

You can do this, too. No million-dollar ad budget or world-changing patents needed.

Just ask yourself these two questions:

1. How can you design your product or service differently?

Can you make it funny? Serious? Beautiful? Ugly? Bigger? Smaller? More expensive? Less expensive?

2. How can you deliver your product or service differently?

Can you send it in a bucket? Box? Tube? By FedEx? In person? By phone?

Great design and great delivery are what's called Marketing Multipliers -- small changes that can deliver big profits.

They are simple. They cost little or nothing. And you can implement them today.

If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now

Tuesday, July 7, 2015

Great Design + Great Delivery = Great Marketing

How can your business stand out in a crowded marketplace?

You could invest in more technology, more advertising, more product R&D ...

... or you could invest in design or delivery -- or both.

Here are two examples -- one worth about $60 million, the other not (yet) -- of how great design and great delivery can be game-changers for your business ...

1) Dollar Shave Club

Great Design : Take a look at this hero shot of the product and packaging. Razors NEVER looked so good ...

Great Delivery: New razor blades by mail every month means I never have to worry about running out. Score!

Great Marketing: I just signed up. It was too much to resist. Apparently, millions of other guys feel the same way -- annual revenues for DSC last year were a reported $60 million.

2) Shatter Buggy

Great Design: I saw this smart car prowling Uptown Minneapolis on Sunday and had to take a picture ...

Great Delivery: According to their website, Shatter Buggy lets you schedule precise appointments rather than "windows" of time to come replace the cracked screen on your iPhone or iPad.

Great Marketing: My teenager broke her iPhone screen last week and we've been too busy to bring it to the Apple Store for repairs. So we're calling Shatter Buggy to bring the repairs to us.

Bonus: Shatter Buggy arrives by smart car, which is an affinity-marketing bulls eye for their Millennial customers.

Bottom Line: While your competition is making logical claims of better service or products (or both) you can bypass customers' brains with emotional appeals to their sense of beauty ("What a cool design! What a quirky car!") or curiosity ("Razors delivered by mail? iPhone repairs by car?").

Changing your design or your delivery (or both) doesn't have to break the bank. No world-changing patents are needed. But it could change the game for you.

By the way, I don't just write about this stuff. I live it. I created a Client Cloning Kit and ship it by mail to stand out from the bazillion other marketing advisors who flog digital downloads.

Take a look:

Great design and great delivery are what I call Marketing Multipliers -- small changes that can deliver big profits. They are simple. They cost little or nothing. And you can implement them today.

If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you. You can try it Free. Click here now.