Do you like visiting the dentist?
Me neither.
But something remarkable happened to me yesterday while getting my teeth cleaned. It could save my smile. And make you a few bucks, too.
Here's the story ...
I own a very spiffy Sonicare toothbrush that I almost never use. It takes too long, it's a bit irritating, a standard toothbrush is easier, blah blah blah.
So, yesterday, I'm sitting in the chair and Theresa, the hygienist, is sticking a probe into my gums. She's counting off numbers: "3, 3, 2, 3, 4, 4 ..." A 3 or below is good -- if she can stick the probe 3 millimeters or less into my gums, that means they are tight and healthy. Any 4s or 5s are bad -- that means my gums are weak and unhealthy.
I'm hearing way too many 4s.
Theresa says, "The good news is, your gums look better than they did 6 months ago. Do you floss?"
"Every day," I respond.
"Do you have a Sonicare toothbrush?"
"Yes."
"Do you use it?"
"Not much," I say.
"Well, you can get 30,000 brush strokes a minute with a Sonicare. The best you can do with a standard toothbrush is about 300 strokes. That's 100 times more brushing in the same amount of time. It removes way more plaque and bacteria, so your gums stay healthy."
That's when a 40-watt light bulb went off in my head.
"You mean I can be 100 times more efficient with a Sonicare?" I ask?
"Yes."
"Duh. Stupid. Okay, sign me up," I reply.
Now.
Was using a Sonicare toothbrush a good idea 6 months ago? Yes.
Did I buy into it then? No. I was too comfortable doing what I always did to make a change.
Was using a Sonicare toothbrush a good idea yesterday? Yes.
Did I buy into it? Yes.
Why? Because something clicked when I learned I could be 100 times more efficient. The gain of wiping out more bacteria with the same effort finally broke through the pain of changing my routine.
And here's the marketing moral of the story: While a small percentage of your prospects are ready to buy on their first contact with you, the vast majority are as stubborn, ignorant, and unwilling to make a change as I was about using an electric toothbrush.
Most of your prospects require ongoing, systematic contact to show them, tell them, and educate them -- at different times and in different ways -- until something clicks in their head. No amount of browbeating or scolding from you will make the sale. They must decide for themselves that you are the right choice.
The problem: You'll never know ahead of time what it is you say or do that causes prospects to buy.
The opportunity: If you keep educating prospects, you keep making more sales.
So ... what will you do about this?
One more thing: If you own a business, you can get a box of 11
Marketing Multipliers delivered to your door at no cost, if you hurry. Learn more at www.MarketingMultipliers.com
Tuesday, April 26, 2016
Wednesday, April 20, 2016
The Marketing Multipliers Manifesto
What can 300 dead Spartans teach you about marketing?
Plenty.
In 480 B.C., those 300 Spartans battled more than 150,000 Persians at Thermopylae.
The Spartans held off a force 500 times their number for two days. Only after a traitor revealed a path that let the Persians surround them were the Spartans defeated.
How did they do it?
Thermopylae, where the Spartans set up their defense, was a narrow coastal pass. A bottle neck. Which forced the Persians to squeeze in and fight in small groups. Which made the Persians’ numbers irrelevant.
The Spartans used the land as a force multiplier, defined as anything added to a fighting force that delivers a bigger result from the same effort. Other examples of force multipliers include training, morale, and weapons.
This manifesto is your introduction to Marketing Multipliers, defined as anything added to your marketing that delivers a bigger result from the same effort.
Marketing Multipliers are often small, trivial changes. Yet, they can deliver very big results ... while making your competitors irrelevant.
Since 1998, I've helped clients large and small do more with less in their marketing.
Here are 3 simple, practical lessons I've learned.
1) Get Real to Really Sell
Do you sell a service? This is especially important to you.
Because selling a service is tough.
Unlike a product, people have no idea what your service is like until after they give you money. So ... you're selling a promise. You're selling the invisible.
And THAT is a tough sale.
So try this: Get real.
By that I mean put something real and tangible into the hands of your prospects. The sooner you do, the sooner you build trust. And the sooner they buy.
Example: GoToWebinar sells an online service -- webinars. They've got loads of competition. Yet, I've been a loyal customer for nearly 6 years now. One reason? Kristen, my account rep, mailed me this thank-you note after I signed up for a trial account in 2010 ...
Instantly, an intangible service became real to me. I trusted GoToWebinar more. I converted to a paid account. And I've given them hundreds of dollars since.
2) Speak the Language of Your Market
This lets you crawl inside the mind of your prospect and use their thoughts to make them buy.
Don't worry. This is 100% ethical, legal, and simple.
Here's all you do: Pull language from book reviews on Amazon.
You see, no matter what business you're in, there are books about it on Amazon. Find those books, read the reviews, then use the wording in your marketing.
These book reviews are valuable because they are written by people who paid money to learn about what you sell.
Here's an example ...
In your marketing, you can use that language for headlines, desires to emphasize, or objections to overcome (among other things).
I did this for one client who sells a real estate service -- highly intangible and very high trust. We peppered his postcards and sales letters with the words I found in Amazon book reviews ...
... and at last count, he's brought in more than $840,000 while doing transactions entirely by phone and fax.
3) Never Send Another Price Quote
If you sell a service, you almost certainly deliver price quotes or proposals to prospects.
Stop doing that. Now.
Here's why: When you submit a "Price Quote," "Proposal," or "Bid," you're using commodity language. Which brands you as ... a commodity. And how do people buy commodities? Based on price.
Instead, stop call your price quotes by that name. Call them something -- anything -- else.
Examples: Game Plan, Profit Blueprint, Project Summary, etc.
Take a look at the first few sentence of the Project Outline I send to prospects ...
Think: If a prospect is holding two price quotes from your competitors, and one "Project Summary" from you, guess who defies comparison and avoids questions of price?
Now before you go, do this: Download your free PDF of the Marketing Multipliers Manifesto to print and refer to later.
Plenty.
In 480 B.C., those 300 Spartans battled more than 150,000 Persians at Thermopylae.
The Spartans held off a force 500 times their number for two days. Only after a traitor revealed a path that let the Persians surround them were the Spartans defeated.
How did they do it?
Thermopylae, where the Spartans set up their defense, was a narrow coastal pass. A bottle neck. Which forced the Persians to squeeze in and fight in small groups. Which made the Persians’ numbers irrelevant.
The Spartans used the land as a force multiplier, defined as anything added to a fighting force that delivers a bigger result from the same effort. Other examples of force multipliers include training, morale, and weapons.
This manifesto is your introduction to Marketing Multipliers, defined as anything added to your marketing that delivers a bigger result from the same effort.
Marketing Multipliers are often small, trivial changes. Yet, they can deliver very big results ... while making your competitors irrelevant.
Since 1998, I've helped clients large and small do more with less in their marketing.
Here are 3 simple, practical lessons I've learned.
[NOTE: Don't forget to grab a free PDF of The Marketing Multipliers Manifesto at the end of this post.]
1) Get Real to Really Sell
Do you sell a service? This is especially important to you.
Because selling a service is tough.
Unlike a product, people have no idea what your service is like until after they give you money. So ... you're selling a promise. You're selling the invisible.
And THAT is a tough sale.
So try this: Get real.
By that I mean put something real and tangible into the hands of your prospects. The sooner you do, the sooner you build trust. And the sooner they buy.
Example: GoToWebinar sells an online service -- webinars. They've got loads of competition. Yet, I've been a loyal customer for nearly 6 years now. One reason? Kristen, my account rep, mailed me this thank-you note after I signed up for a trial account in 2010 ...
Instantly, an intangible service became real to me. I trusted GoToWebinar more. I converted to a paid account. And I've given them hundreds of dollars since.
- Cost: $1 for a thank-you note + stamp
- Revenue for GoToWebinar: $1,500 and counting
- ROI: 149,900%
2) Speak the Language of Your Market
This lets you crawl inside the mind of your prospect and use their thoughts to make them buy.
Don't worry. This is 100% ethical, legal, and simple.
Here's all you do: Pull language from book reviews on Amazon.
You see, no matter what business you're in, there are books about it on Amazon. Find those books, read the reviews, then use the wording in your marketing.
These book reviews are valuable because they are written by people who paid money to learn about what you sell.
Here's an example ...
In your marketing, you can use that language for headlines, desires to emphasize, or objections to overcome (among other things).
I did this for one client who sells a real estate service -- highly intangible and very high trust. We peppered his postcards and sales letters with the words I found in Amazon book reviews ...
... and at last count, he's brought in more than $840,000 while doing transactions entirely by phone and fax.
- Cost: $0 to read Amazon book reviews
- Revenue for my client: $840,000
- ROI: Infinite, but for argument's sake: 84,000,000%
3) Never Send Another Price Quote
If you sell a service, you almost certainly deliver price quotes or proposals to prospects.
Stop doing that. Now.
Here's why: When you submit a "Price Quote," "Proposal," or "Bid," you're using commodity language. Which brands you as ... a commodity. And how do people buy commodities? Based on price.
Instead, stop call your price quotes by that name. Call them something -- anything -- else.
Examples: Game Plan, Profit Blueprint, Project Summary, etc.
Take a look at the first few sentence of the Project Outline I send to prospects ...
Think: If a prospect is holding two price quotes from your competitors, and one "Project Summary" from you, guess who defies comparison and avoids questions of price?
- Cost: $0 to name your price quotes something else
- Revenue for you: How much is one new client worth over their buying lifetime? Fill in the blank: $____________
- ROI: Infinite
Now before you go, do this: Download your free PDF of the Marketing Multipliers Manifesto to print and refer to later.
Monday, April 11, 2016
3 More Reasons Why You Need a Strong Guarantee
If you've read any of my 576 blog posts in the last 6 years, you know that I'm a strong believer in strong guarantees.
As long as you don't sell crap, a money-back guarantee can grow your business faster than almost anything else.
(NB: If you do sell crap, a money-back guarantee will put you out of business faster than almost anything else. Hey, sorry. Don't sell crap.)
Anyway, here are 3 reasons why you need a strong money-back guarantee in your business ...
... based on the "Lifetime Satisfaction Guarantee" from The Great Courses. That's it above.
Study it. Because that guarantee is worth millions to The Great Courses. And you need one like it in your business, for 3 important reasons.
Reason #1: You will get more new clients, faster, from the same marketing
Quick, which guarantee is stronger?
Reason #2: Your clients will buy and refer longer
Now, it may surprise you to learn that I just returned a DVD to The Great Courses for a refund today. And I've returned stuff to them before.
Yet, I've been buying from The Great Courses going on 10 years. I've given them at least $700 in business, minus about $75 in refunds. So they're still ahead.
BUT ... that doesn't take into account the referrals I've sent them, like family members and clients, to whom I rave about The Great Courses. And now you, my loyal readers.
One reason I recommend The Great Courses is because they offer ... great courses.
Another reason? I can't look like a dolt for recommending them. Because anyone who dislikes a purchase can get a refund. That kind of "insurance" is important to anyone before making a referral.
Now, think. If you don't offer a guarantee, what does that say about your business? Does it make you more referral worthy or less?
Reason #3: You will do better work. Which makes everything better
Look at that last line in The Great Courses' guarantee. It's brilliant: "This guarantee not only protects your investment in learning, it also compels us to produce great courses."
Nothing like tightrope walking without a net to compel your best effort, eh? I can tell you from experience, after offering an unconditional money-back guarantee on my copywriting and consulting services since 1998, that it compels you to do your best work. Which is good for everyone.
Hey, I'm not perfect. Neither are you. I give refunds about once a year. And if you offer a strong money-back guarantee, you'll give refunds, too. But if your sales go up 25% ... 50% ... or more, will you really care?
One more thing: If you own a business, you can get a box of 11 Marketing Multipliers delivered at no cost, if you hurry. Learn more at www.MarketingMultipliers.com
As long as you don't sell crap, a money-back guarantee can grow your business faster than almost anything else.
(NB: If you do sell crap, a money-back guarantee will put you out of business faster than almost anything else. Hey, sorry. Don't sell crap.)
Anyway, here are 3 reasons why you need a strong money-back guarantee in your business ...
Study it. Because that guarantee is worth millions to The Great Courses. And you need one like it in your business, for 3 important reasons.
Reason #1: You will get more new clients, faster, from the same marketing
Quick, which guarantee is stronger?
- "Your satisfaction is 100% guaranteed" (which is how far most timid, lazy marketers go, i.e., not very)
- "Your satisfaction is 100% guaranteed. If a course is ever less than completely satisfying, you may exchange it for another of equal value at any time. You may also return any course, within one year of initial purchase, for a full refund" (which is how far The Great Courses goes)
Reason #2: Your clients will buy and refer longer
Now, it may surprise you to learn that I just returned a DVD to The Great Courses for a refund today. And I've returned stuff to them before.
Yet, I've been buying from The Great Courses going on 10 years. I've given them at least $700 in business, minus about $75 in refunds. So they're still ahead.
BUT ... that doesn't take into account the referrals I've sent them, like family members and clients, to whom I rave about The Great Courses. And now you, my loyal readers.
One reason I recommend The Great Courses is because they offer ... great courses.
Another reason? I can't look like a dolt for recommending them. Because anyone who dislikes a purchase can get a refund. That kind of "insurance" is important to anyone before making a referral.
Now, think. If you don't offer a guarantee, what does that say about your business? Does it make you more referral worthy or less?
Reason #3: You will do better work. Which makes everything better
Look at that last line in The Great Courses' guarantee. It's brilliant: "This guarantee not only protects your investment in learning, it also compels us to produce great courses."
Nothing like tightrope walking without a net to compel your best effort, eh? I can tell you from experience, after offering an unconditional money-back guarantee on my copywriting and consulting services since 1998, that it compels you to do your best work. Which is good for everyone.
Hey, I'm not perfect. Neither are you. I give refunds about once a year. And if you offer a strong money-back guarantee, you'll give refunds, too. But if your sales go up 25% ... 50% ... or more, will you really care?
One more thing: If you own a business, you can get a box of 11 Marketing Multipliers delivered at no cost, if you hurry. Learn more at www.MarketingMultipliers.com
Monday, March 28, 2016
3 Marketing Secrets from 575 Blog Posts
After writing 575 blog posts since 2010, I've learned a few things about how business owners want to attract more new clients.
If you own a service business and you want more clients, here are 3 insights to help you:
Since 2010, I've written dozens of posts about skills: how to write better copy, deliver extraordinary client service, etc.
But 3 of my 7 most-popular blog posts are about tools:
Implication: Entrepreneurs (like you?) are busy. They would rather use a tool to grow their business than learn a skill.
Take another look at the 3 most-popular marketing tools I've written about:
What do they have in common? They are SIMPLE.
If you can read and speak English clearly, you can write and mail a Client Reactivation Letter to your past clients ... a Thank-You Note to prospects, partners, and clients ... and Postcards to anyone.
Implication: You don't need super-sophisticated technology to build a business that supports you in style. You need only use a few simple tools consistently.
Take another look. What do these tools have in common?
They are printed on paper and arrive in your mailbox, with a stamp. They are real mail. And they get real results.
By mailing a few simple letters to reactivate past clients, you reap windfalls from the buyers you have already "bought and paid for" -- this is incredibly profitable.
By mailing thank-you notes to prospects, partners, and clients, you demonstrate your gratitude for the time, attention, and money they give you. This increases your sales conversions, your client retention, and your referrals -- not to mention the self-esteem of you and the recipients of your thank-you notes.
By mailing postcards to anyone, you stand apart from the 99% of other entrepreneurs who are content to stop at email, texts, tweets, or other ephemeral online communications. A postcard is a simple, tangible reminder of you and your message.
Implication: Direct mail is proof that you're running a real business. That's a good thing.
One last thing. If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you by U.S. Mail. You can try it Free. Click here now.
If you own a service business and you want more clients, here are 3 insights to help you:
Insight #1: Marketing tools beat marketing skills
Since 2010, I've written dozens of posts about skills: how to write better copy, deliver extraordinary client service, etc.
But 3 of my 7 most-popular blog posts are about tools:
Implication: Entrepreneurs (like you?) are busy. They would rather use a tool to grow their business than learn a skill.
Insight #2: Simple marketing tools are good
Take another look at the 3 most-popular marketing tools I've written about:
What do they have in common? They are SIMPLE.
If you can read and speak English clearly, you can write and mail a Client Reactivation Letter to your past clients ... a Thank-You Note to prospects, partners, and clients ... and Postcards to anyone.
Implication: You don't need super-sophisticated technology to build a business that supports you in style. You need only use a few simple tools consistently.
Insight #3: Direct mail is the marketing tool of successful entrepreneurs
Take another look. What do these tools have in common?
They are printed on paper and arrive in your mailbox, with a stamp. They are real mail. And they get real results.
By mailing a few simple letters to reactivate past clients, you reap windfalls from the buyers you have already "bought and paid for" -- this is incredibly profitable.
By mailing thank-you notes to prospects, partners, and clients, you demonstrate your gratitude for the time, attention, and money they give you. This increases your sales conversions, your client retention, and your referrals -- not to mention the self-esteem of you and the recipients of your thank-you notes.
By mailing postcards to anyone, you stand apart from the 99% of other entrepreneurs who are content to stop at email, texts, tweets, or other ephemeral online communications. A postcard is a simple, tangible reminder of you and your message.
Implication: Direct mail is proof that you're running a real business. That's a good thing.
One last thing. If you own a business, there's a box of 11 Marketing Multipliers waiting to be shipped to you by U.S. Mail. You can try it Free. Click here now.
Saturday, March 12, 2016
The Lead Generation Kit That Works Wonders
The word "kit" has always appealed to me.
It conjures up all sorts of childhood memories, like these ...
As a kid, I loved doing magic shows for my parents and friends. Never got good enough to charge admission, though.
This electronics kit was too safe. No matter how diligently I rewired it, I couldn't electrocute my little brothers.
NOW we're talking -- danger, danger! Scorched walls, chlorine gas, human experiments. Among my favorite childhood memories.
Okay, even if your formative years weren't as disturbing as mine, I'll bet the word "kit" has fun, positive connotations for you. And for your prospects, too.
Which is the point of this blog post.
If you want to get the attention of your prospects and make an emotional connection, why not deliver your lead-generation materials in the form of a kit?
Give them a bag, a box, or a tube. Include a CD, DVD, printed reports, tools, folders -- tangible stuff people can touch and feel. A kit.
Doing so can instantly set you apart and generate more leads for your business. Which leads to more sales of your product or service.
Exhibit A: Here's my lead generation magnet for the last 5 years (and counting), the decidedly odd and intriguing ...
I ship a free Client Cloning Kit to any qualified prospect who owns a real business in the U.S. (No part-timers, MLMs, or "wantrepreneurs," please.)
Yes, it looks like a pipe bomb. Which ALWAYS causes a stir when it arrives by mail.
It ALWAYS gets opened. It ALWAYS gets my prospects' attention. And it has MORE than paid for itself in new business for me.
Meanwhile, other marketing thought leaders give out digital downloads and special reports. Hey, more power to 'em. I hope they never change.
Cool packaging in the form of a kit is a Marketing Multiplier. It's a little thing that can deliver big profits. It's simple. And you can do it today.
Speaking of cool packaging, here's another, the Marketing Multipliers Welcome Box ...
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.
It conjures up all sorts of childhood memories, like these ...
Okay, even if your formative years weren't as disturbing as mine, I'll bet the word "kit" has fun, positive connotations for you. And for your prospects, too.
Which is the point of this blog post.
If you want to get the attention of your prospects and make an emotional connection, why not deliver your lead-generation materials in the form of a kit?
Give them a bag, a box, or a tube. Include a CD, DVD, printed reports, tools, folders -- tangible stuff people can touch and feel. A kit.
Doing so can instantly set you apart and generate more leads for your business. Which leads to more sales of your product or service.
Exhibit A: Here's my lead generation magnet for the last 5 years (and counting), the decidedly odd and intriguing ...
I ship a free Client Cloning Kit to any qualified prospect who owns a real business in the U.S. (No part-timers, MLMs, or "wantrepreneurs," please.)
Yes, it looks like a pipe bomb. Which ALWAYS causes a stir when it arrives by mail.
It ALWAYS gets opened. It ALWAYS gets my prospects' attention. And it has MORE than paid for itself in new business for me.
Meanwhile, other marketing thought leaders give out digital downloads and special reports. Hey, more power to 'em. I hope they never change.
Cool packaging in the form of a kit is a Marketing Multiplier. It's a little thing that can deliver big profits. It's simple. And you can do it today.
Speaking of cool packaging, here's another, the Marketing Multipliers Welcome Box ...
Thursday, March 3, 2016
The Marketing Power of a Public Promise
I just got back from a week in Japan.
One of the first things I saw when I got off the airplane at Haneda airport was a sign in the men’s bathroom that said, “Today’s janitor is Yamashita Mayumi.” Take a look ...
And guess what? That bathroom was spotless. The counter next to the sink was cleaner than my dining room table. I could have eaten lunch off it.
Why? Because there were serious consequences for Mayumi if she wasn’t doing her job.
That's the power of a public promise.
Now. How can you use this idea in your marketing?
A simple way is to put your direct phone number on all the correspondence that leaves your business -- emails, invoices, receipts, anything going out to customers or clients. Include a message that says, “If you have questions or concerns, here's my phone number. Call it, even on weekends.”
Here's how Keith Lee, president of American Retail Supply, does it. On his company website and in his correspondence is this message:
"Every person at American Retail Supply is empowered to Make You Happy. If at any time you feel we have failed to Make You Happy, or if you ever have a question or concern, please call us right away at 800-426-5708.
"If you're still not happy, please call me on my direct line at 253-859-7310."
And guess what? If Keith gets a call on his direct line, somebody's butt is on the line. Because a call to him means one of his employees failed to make a customer happy. According to Keith, this almost never happens.
Again, the power of a public promise.
So think: How can you make a public promise to your customers or clients?
Try it. Then see if your sales don’t take off as a result.
By the way, a public promise costs you nothing to implement. It's a little thing that can deliver big profits for your business. That makes it a perfect Marketing Multiplier.
And if you own a service business, you can get a box of 11 Marketing Multipliers delivered, at no cost, if you hurry. Visit www.MarketingMultipliers.com
Wednesday, February 10, 2016
How to Get One More Hour of Productive Time Every Day -- Guaranteed
What would it mean to you to gain an extra hour of productive time every day?
That's an extra 5 hours a week -- 250 hours a year.
That's equal to more than 30 full 8-hour working days a year, by the way.
Forget adding an extra day during leap year ...
... this is like adding an extra month to the calendar every year!
Could you use some of that extra time to build your business?
I think you could.
Well, here's what this is about: It's a little mind game I call the Daily Time Expander.
And if you play along with me for one week and don't get back at least one extra hour of productive each day, I'll write a check for $100 to your favorite charity.
Do I have your attention? Good.
Here's what to do: Grab your smart phone. Look at the bottom of the home screen. See the email icon there? Move it!
Where to? Someplace where you won't see it -- and that little red number telling you how many emails you have to read -- every time you pick up your phone.
I moved my email icon 4 screens deep on my phone and then I buried it in a little folder, called Games.
As a result, I cannot be distracted by email when I look at my phone. I have to go hunting for it. And this is the simple secret that can save you an hour of productive time every day: Never let yourself get sucked into email when you pick up your cell phone.
And when you do the math, avoiding email like this can easily save you one hour a day.
One reason? Emails are like mice or cockroaches: There’s never just one. And once you start composing replies to emails, setting reminders to reply to the replies, visiting stray web sites -- 5, 10, or 15 times a day -- that always burns at least an hour a day of valuable time.
Now. This idea is more than interesting. This is potentially life changing for you. So I want to make sure you try it.
That's why I'm making you this very public challenge: Move the email icon off the home screen of your smart phone and keep it that way for 5 working days in a row. If you don't save at least 5 hours of time you otherwise would have wasted getting sucked into email, I will donate $100 to the charity of your choice.
Just send me a short note by mail. Include your contact info and the name of your charity. I will make the donation and email you the receipt to prove it. Here's my mailing address:
Kevin Donlin
Guaranteed Marketing
7455 France Ave. S., #263
Edina, MN 55435
This is a very public challenge. There's no hiding for me. And I hope you put this idea to the test.
By the way, The Daily Time Expander is the first of 11 marketing tools you can get for free, if you hurry, at www.MarketingMultipliers.com
What does time have to do with marketing? Everything.
Because, as Dr. Bernie Siegel once said, time isn't money -- time is everything.
Your time and your marketing are inextricably linked. If you can't manage your time, you can't market your business. So the first thing I want to do is free up at least 5 more hours each week for you to get more new clients. And that's what The Daily Time Expander does for you.
For Free Access to this and 10 other tools, visit www.MarketingMultipliers.com
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