Friday, April 10, 2015

How to Beat Low-Price Competitors: A Tale of Two Pizzas


You're looking at an A+ example of how to sew seeds of doubt in the minds of prospects about low-priced competition.

This example is so powerful, it merits careful study.

Here's the story ...

I just got back from spending 5 nights at a very nice hotel in Orlando, with guests from all over the world. Fantastic place.

The color flyer in the bottom of the picture was shoved under our door almost every night. It offered two pizzas at roughly half the price of room service pizzas. Losing those sales must have annoyed the hotel.

So they did something to totally undercut the cheaper competition.

See that headline, "Not all pizzas are created equal"? That's from a sign posted on the inside of the door in our room. You can't miss the sign. I didn't.

And when I read the part that many local pizza joints are "fraudulent and engage in the criminal practice of identity and credit card theft" ... I suddenly had ZERO interest in saving a few bucks by calling out for pizza. We dined at the hotel. Every night.

Moral: Low price ain't everything.

If you face cheap competitors who are "eating your lunch," fight back. Sew seeds of doubt in the mind of your prospects. Use this headline as a template: "Not all ____ are created equal."

If you can educate buyers and tell them about potential fraud, poor quality, or other negatives -- and help them make a smart buying decision that features your business -- you can turn the tables and win more sales. Price won't matter.

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Monday, March 23, 2015

The Marketing Checklist: New Profits from a Paper and Pencil?


Here's a simple way to improve your marketing and grow your business.

It is NOT sexy. It is so low-tech that it’s actually no tech. All you need is a pencil and paper.

It’s a productivity tool used by highly trained heart surgeons, airline pilots, even architects of multimillion dollar buildings ...

It’s a checklist.

You see, when it comes to growing your business, you probably know what to do already. You're just not doing it. The Jesuits have a term for this; it’s called a sin of omission.

Why are you not doing everything necessary to market your business?

Not because you’re a bad or sinful person. It's because as soon as you turn on your computer in the morning, your memory and judgment become unreliable. There are 1,001 distractions that steal your attention from the marketing tasks you need to do.

Signs of this are confusion, frustration, and an unpredictable cash flow in your business.

By contrast, when you have a checklist of things to do, you've got clarity, you’ve got focus, you've got confidence -- all of which give you more energy to get things done. And when you’ve checked off all your tasks, that feels good. So you do it again tomorrow, setting off a virtuous circle of improvement.

It's really simple. There are 3 steps.

Step 1) Write down all the things you need to do every day to grow your business. It's probably going be a list of 5 to 10 things. Examples of what tasks could go on your list:
  • Email qualified new leads and thank them for requesting info
  • Call new clients and welcome them
  • Write 250 words of next blog post/article
Step 2) Pick a time at least twice today to follow your checklist. For me, that's 7:30 AM and 4:00 PM for about 30 minutes each.

Step 3) Follow the damn checklist.

Checklists are not brain surgery, but they are used by every brain surgeon.

More importantly, I use a checklist to pull more prospects and clients out of my existing database than I ever could if I tried to make it up as a went along.

Also, none of the tactics on any checklist are set in stone. Just like a recipe, they can and should be modified any time you find a better way.

Give this a try for just one week and you will be astonished at how much you get done and, more importantly, at the results you see in your marketing -- and in your bank account.


Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Monday, March 16, 2015

More Sales From More Trust: 3 Direct-Mail Shortcuts



As a business owner or sales pro, you may think you don't need direct mail in your business.

Think again.

If you're selling a service or product that costs more than $100, you will struggle mightily to sell it entirely online.

Why?

The higher your price, the more your prospects must trust you before opening their wallet. And it's very hard to trust a business that's 100% intangible -- all website, emails, social media, webinars, and phone calls.

What's the answer?

Make your intangible relationship tangible. The faster you can do this -- by meeting your prospects in person, giving them something they can hold in their hands, or both -- the faster you can make more sales.

And while it's impossible to meet every prospect in person, it's fairly easy and cost effective to meet them by mail.

Bonus: When you combine good direct mail with good online marketing, you get great synergy. The sum of your integrated marketing results will be much greater than what you could have achieved if you marketing only online or offline. It's like 1+1=3.

Let me show you three ways to make more sales by making your relationships more tangible.

1) Postcard after an email
After you send an email to a prospect you can also send them a postcard. Nobody does that right? That's the point. I can write and mail 5 postcards in less than 20 minutes over lunch. So can you.

2) Thank-you note after a webinar or teleseminar
When was the last time you got a thank-you note after a webinar or teleseminar? Never, right? See the opportunity here?

Do NOT complain about not having access to your prospects' U.S. Mailing address either. It's simple to find their mailing address by looking up the website from the email address they used to register for your webinar or teleseminar.

Example: The email joe@SuperDeluxeWidgets.com will lead you to the SuperDeluxeWidgets.com website, where you can find their mailing address. IF their website has no mailing address, or if the email they used to register was joestonerdude@aol.com ... they have self-identified as a prospect not worth sending mail to.

3) Article after a phone call
After a phone call with a prospect, print and mail them a helpful article they would enjoy reading. Include a Post-it Note that says, "I thought you might find this useful."

Nobody does that right? Again, that's my point.

None of these methods costs you more than 50 cents each. But each has about a 100% open rate, when mailed to your prospects by direct mail (compare that to your typical 30% open rate for email).

And each of these can make an intangible relationship into a tangible one, which makes you more trustworthy, which improves everything else you're doing in your sales and marketing.

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Monday, March 9, 2015

How to Say Interesting Things in Interesting Ways



As an entrepreneur or business owner, you need attention.

Because, before you can build a relationship or make a sale, you have to have a conversation with a client or prospect. To do that, you must first get their attention.

And a proven way to do it is to say interesting things in interesting ways.

Here's how you can get the attention of your prospects and clients by saying interesting things in interesting ways ...

Deliver your message in an interesting video. If I had just written a blog post about this idea, it would not have been interesting. But delivering the message on video, while standing next to a highway with a jet taking off in the background? A bit more interesting.

Deliver your message via "paper email." When's the last time you got a paper email? Probably never. But all you have to do is write a good email, print, and mail it to prospects. I've done it for years. I showed Dennis Neitz, a sales trainer from Cottage Grove, MN, how to do it. Here's what happened next, according to him: "I sent out 6 paper emails and received 2 full price paying customers. Net revenue on those was very nice."

Deliver your message via "lumpy mail." What's lumpy mail? An envelope that's NOT flat. It's got lumps, bumps, heft. I've mailed envelopes with quarters inside, magnifying glasses, mini voodoo dolls, etc. These were interesting and got way better results than a message in a flat, #10 business envelope.

Deliver your message via FedEx Letter. A FedEx Letter is, by definition, interesting -- it demands attention and readership. Unlike an email or direct-mail letter, it's impossible to delete or throw out a FedEx Letter without opening it.

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Tuesday, February 17, 2015

The Marketing (and Productivity) Secret from Golf

"Golfers on green" by Sands Beach Lanzarote
 There's an unwritten rule of etiquette in golf: When you reach the green, repair your ball mark -- and one more.

That way, the green stays pristine for your group and the players who follow you. It's a great tradition, because it's quick, easy, and it works.

This idea of "and one more" has implications for your business, too.

Examples:
  • send a follow-up email to a prospect -- and one more
  • write and mail a thank-you note -- and one more
  • call to be helpful to a client -- and one more

So, think of your tasks in marketing (or anything) as ball marks on a golf green. Fix one -- and one more. Because you can't finish anything you don't start. And once you start, it's easy to ride the momentum ... and do one more.

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Friday, February 13, 2015

Make Your Business Remarkable with Direct Mail


Email is called many things -- spam, a hassle, a chain that ties you to work 24/7. But remarkable is not one of those things.

Yet people remark all the time about sincere, personal letters that they get in the mail -- probably because they're so rare these days.

That's one reason that direct mail, done right, can make your business remarkable. For the price of a stamp.

And here's the hidden lesson in that video: Harvey Mackay, Brian Tracy, and Dr. Myers are all busy, successful people. Yet they aren't too busy for the marketing communications that matter, which includes writing (or dictating) letters to people who matter.

Anyone can take 10 seconds to send you an email. Big deal. But not everyone will take 3-5 minutes to mail you a letter. That's remarkable.

If you think you're "too busy" for direct mail, think again. Harvey Mackay, Brian Tracy, and the successful Dr. Myers aren't too busy.  They found or made the time to send personal letters that connect and get remarked about. That's remarkable.

Bottom line: You don't need to be a genius to show up in the mailbox when the rest of your competitors are showing up in an email inbox. You just have to show up. But if you're like most business owners or entrepreneurs, you think you're "too busy" for direct mail.

Well, I'm going to erase that excuse for you on my next video training. I'll show you proven ways to use direct mail that are perfect for busy entrepreneurs. Including the case study of how one Virginia man turned $1 into $10,800 for his business with a simple thank-you note.

But are these ideas right for you?

They are if you're an entrepreneur with clients, not customers. And you're doing at least $200,000 in revenue, and want to do better.

If that describes you, I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here

Tuesday, February 10, 2015

The Big Power of a Little Thanks

If marketing is the best investment on earth (and I believe it is), a little handwritten thank-you note like this one could be, ounce-for-ounce, the most cost-effective asset you can add to your portfolio.


(A big thanks to Tom Majewski for attending my last seminar and for this!)

Here are 3 reasons why there is big power in a little thank-you note:

#1: It's real. A handwritten thank-you note creates a lasting impact that's not possible with email. Research by The UK's Royal Mail and Bangor University found that physical materials, like a letter you can hold, "triggered greater emotional processing."

The study, Using Neuroscience to Understand the Role of Direct Mail, found that "tangible materials actually leave a deeper footprint in the brain."

Wow. Leaving footprints in somebody's brain. Try doing that with a text or email.


#2: It's genuine. We love dogs for the same reason we loathe used-car salesmen: The former are 100% genuine and the latter are ... not.

A message that's 100% genuine, like a thank-you note, will cause people to lower their guard and let it into their hearts. Which is what you want for any marketing message.


#3: It builds relationship equity. That's a mouthful, but the idea is simple: We keep score. We remember who did us right and who did us wrong. We make mental deposits and withdrawals from the Relationship Bank in our heads.

With every thank-you note you write,  you make a deposit of relationship equity. And through the magic of compound interest, those deposits will grow exponentially over time.


Now, look. I know a thank-you note won't close a $10,000 sale or get you a meeting with Richard Branson. It's a little thing. But it will pave the way for bigger things later. Examples:

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here