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, if you're a Business Owner, Consultant, or Coach, I'll show you exactly how to recover an extra 5 hours of productive time every week -- and put up to 75% more profits in the bank without working overtime ... 

 ... just grab your spot at my next Free Video Training Session.

Friday, February 13, 2015

Make Your Business Remarkable with Direct Mail


Nobody prints and shows an email to their friends and family. But people remark all the time about sincere, personal letters -- probably because they're so rare these days. Direct mail, done right, can make your business remarkable. For the price of a stamp.

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

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 an an email inbox. You just have to do this. But if you're like most business owners or entrepreneurs, you think you're "too busy."

Well, I'm going to erase that excuse for you on my next video training. I'll show you . And you'll see the visual proof.

If you're a Business Owner, Consultant, or Coach, I'll show you exactly how to recover an extra 5 hours of productive time every week -- and put up to 75% more profits in the bank without working overtime ...

... just grab your spot at my next Free Video Training Session.

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:


Note: If you're a Business Owner, Consultant, or Coach, you can get a toolbox of marketing ideas like this one given to you at my next Free Video Training Session.




Wednesday, February 4, 2015

Free Consultations and Ezines Are Dead. Good Riddance!

Bad news: If you hope to attract prospects by offering a free consultation or a free email newsletter like every other business, your business will look like ... every other business.

In the eyes of your prospects, you will be seen as a commodity. And how do people shop for commodities? By price. Which sucks for you.

Good news: You don't have to attract prospects with the same freebies as everybody else. One way to stand out is to simply rename your materials.

Better news: When you do this, you can quickly become a Category of One in your market -- and bypass the commodity trap.

How?

Create a unique name for whatever you give away as a "free consultation" and/or "free email newsletter."

Instead of offering a "free consultation," you can offer a:
  • Free Strategy Session
  • Hidden Profit X-ray
  • Complimentary Sales Blueprint

And instead of offering a "free email newsletter," you can offer a:
  • Client Cloning Kit (my own unique name)
  • Monthly Profit Builder
  • Sales Explosion Bulletin

Note: Email itself can make you a commodity. You'll stand out much faster in any market if you send your materials by U.S. Mail. Don't doubt me on this one -- ask yourself: Do you want more email in your life, or less? And what about your prospects, do they want more email or less? Case closed.

Just as a small change to the rudder can change the course of a ship by thousands of miles, these two small changes to your marketing can change the course of your business by thousands -- or millions -- of dollars.

As a reader of my blog, you’re invited to join me for a FREE "Lunch and Earn" training session, where you'll be introduced to all 5 levers that let you enjoy greater freedom in your business -- and your life. 

Learn more and register here, while there's still time.


Monday, February 2, 2015

Time Arbitrage: 75% More Profits, Without Working Overtime

Did you know?

You can earn 75% more profits this week, without working overtime, simply by changing how you manage your time.

That's because most things don't matter in your life, your business, and your marketing.

Based on the 80/20 Rule and my own 21 years of experience, only a few of your marketing efforts -- about 20% of what you do to grow your business -- really make you money. It could be referrals, trade shows, magazine ads, your blog, etc. But a high percentage of your profits -- as much as 80% or more -- come from a vital few marketing efforts.

The other 80% of your marketing (Facebook, the Chamber of Commerce, email blasts, etc.) don't work so well. They produce only about 20% of your profits.

Now. If the vital 20% of your marketing produces 80% of results, that's a 4x output. And if the trivial 80% of your marketing produces 20% of your results, that's a 1/4 output.

As a result, your vital 20% is 16x more powerful than your trivial 80%.

That means there's an easy route to dramatically higher profits staring you in the face: Spend more time, money, and effort on the 20% of your marketing that produces 80% of your profits. And don't say, "I don't have time for more marketing" ... because you DO have time. Remember? About 16 of every 20 hours you spend on marketing this week -- 80% -- are largely a waste of time.

All you need to do is determine your high-value 20% and your low-value 80%, then move time and money from your Trivial 80% to your Vital 20%.

This is easier shown than explained. So take a look at this picture of a calendar showing a 5-day work week ...


See those 4 nickels on Monday through Thursday? They represent how 4/5 (or 80%) of your time produces about 1/5 (or 20%) of your profits.

See those 8 dimes on one day, Friday? They represent how 1/5 (or 20%) of your time produces about 80% of your profits.

So, how do you get 75% more profits, from the same time worked each week?

Do this: Replace one day of low-value 80% marketing efforts (blogging, networking, etc.) with just one day of high-value 20% efforts (calling past clients, public speaking, etc.). Take a look ...


This is how you go from 100% to 175% of profits -- a 75% gain -- without working overtime: Do more of what makes you money in the time you now waste doing what doesn’t.

Like all great truths, this one is simple. We've replaced a 20% chunk of efforts (and profits) with an 80% chunk, in the same amount of time.

We haven't made more time. We've made time count more. I call this Time Arbitrage. And it's lever #1 of 5 levers that can multiply your marketing.

As a reader of my blog, you’re invited to join me for a FREE "Lunch and Earn" training session, where you'll be introduced to all 5 levers that let you enjoy greater freedom in your business -- and your life.  

Learn more and register now here.

Thursday, January 15, 2015

Just a Reminder: Email is Evil

If you own a business -- especially if you're a solopreneur -- your time is incredibly valuable.

You have the same 24 hours as your competitors to do what matters. And whoever gets more big stuff done wins.

But you probably knew that.

But did you know? Email is evil. Because it's keeping you from getting big stuff done.

I've written before that email is your to-do list that anybody can get on. All they need is your email address and they can send you a message that you've got to answer. Poof. There goes one more minute of your life, up in smoke.

But here are two more reasons to treat email like cholesterol -- and cut back:

1) Checking email decreases efficiency.

Why? Because you're more efficient those fewer times that you do. There's a fascinating article in the New York Times called "Stop Checking Email So Often," in which people who checked email less often reported that they spent 20% less time answering their email -- they were 20% more efficient.

Here's a quote from the story: "Constantly monitoring our inboxes promotes stress without promoting efficiency. When it comes to checking email, less might be more."

2) Checking email increases stress. 

For people in a study who agreed to check email only 3 times a day, "The reduction in stress was about as large as the benefit people get from learning relaxation techniques (e.g., taking deep breaths, visualizing peaceful imagery)."

In other words, email = stress. Less email may reduce stress as much as picturing yourself lying in the sun on a tropical beach several times a day.

According to the article, checking email less can reduce stress by cutting down on the need to switch between tasks. Our brains can't do two demanding things at once, so flipping back and forth between tasks -- multi-tasking -- is a drain on cognitive resources. As a result, you are less efficient in each of the tasks you’re trying to do.

Bottom line: Limit email, or email will limit you.

Try cutting back to checking email just 3 times a day. You can do that. And when you do, you'll free up at least one hour of newly productive time every day.

Now. What can you do to market your business in one hour? Here are 3 ideas -- pick one:

1) Grab the phone and call your top 5 clients, for 12 minutes each. Ask how they're doing and what they're working on. Then ask if you can be of service somehow. They will tell you how to help or say, "No, thanks." Either way, they will be blown away by your generosity.

2) Mail a copy of a helpful article (magazine or newspaper) to your top 20 clients. Include a handwritten message with each that says, "Saw this and thought of you." Sign it.

3) Call to interview your last 3 happy clients, for 20 minutes each. Ask how are they using your product or service, exactly? What has changed for the better, exactly? How much more time or money do they have as a result, exactly? Then ask if you can transcribe their comments to use in a "mini case study" on your web site or newsletter.

Note: If you're a Business Owner, Consultant, or Coach, you can get a toolbox of Marketing Multipliers given to you at my next Free Video Training.

Can't make it to that event? My free Client Cloning Kit can help. It's not some cheapo download -- this is a real business-building kit you can hold in your hands. Grab yours now, while you can.



Thursday, January 1, 2015

The Huge ROI of Increased Conversions

Today, January 1, is the start of a new year.

It's also the start of Financial Wellness Month, so you will hear a lot about finance and wealth.

Here's a sure-fire way to improve your finances: get richer, faster, with what I call The Best Investment on EarthTM.

That would be marketing.

The real estate market can and does collapse. So do stocks. Investment gurus can and will take your money.

That's why Marketing is The Best investment on EarthTM. Because, done correctly, the marketing of your business is a money making asset that pays you back more than you pay in, just like a share of stock, real estate property, or a piece of capital equipment.

What's nice about it is you can control the entire process. You don't have to bet on a hedge fund or give money to someone like Bernie Madoff who runs off with it.

And here's a way to improve your marketing and invest in yourself at ZERO risk: increase your conversions. Because anything you can do to convert more of the leads you've already paid for into clients who pay you will deliver an enormous return on investment.

Let's say you have 100 leads that it cost you about $1,000 to generate.

And let's say you currently convert about 2% of them into clients who pay you $1,000 each over their buying lifetime. So, from your $1,000 investment in marketing, you get back 2 new clients who pay you $2,000.

Now let's say you increase your conversion rate from 2% to 3%. First, congratulate yourself: going from 2% to 3% is actually a 50% increase  in conversions, so get happy. But more importantly, you now get 3 clients instead of 2 clients -- an extra $1,000 from that same initial $1,000 investment. Your ROI just shot up from 200% to 300%.

How do you increase conversions? It can be as simple as testing:
  • a new headline in your ad or on your web page
  • a new opening in your phone script
  • a new closing in your sales presentation
  • a better offer
  • new payment terms
  • a better guarantee, etc.

NONE of the above ideas is high-cost. Most are low-cost or NO-cost. That's the beauty of increased conversions. By getting more sales from the leads you already have, you mine a seam of gold, hidden in your business, that NONE of your competitors can ever see or steal from you. Your only cost is a bit of time and effort, systematically invested, to test new ideas.

Note: If you're a Business Owner, Consultant, or Coach, you can get a toolbox of Marketing Multipliers given to you at my next Free Video Training.

Can't make it to that event? My free Client Cloning Kit can help. It's not some cheapo download -- this is a real business-building kit you can hold in your hands. Grab yours now, while you can.