Friday, January 21, 2022

Word-of-Mouth Advertising Made Simple

You're looking at extraordinary marketing ...

It's an ordinary admission ticket, transformed into an extraordinary word-of-mouth advertising device.

Here's the story: Back in 2016, I visited Japan with my daughter. We went to the Studio Ghibli Museum in Tokyo. (Studio Ghibli is an animation film maker, led by Hayao Miyazaki, who's been called Japan's Walt Disney.)

As you can see, the admission ticket included a slice of film from a Studio Ghibli movie. Although I still can't figure out which movie it is, that's not the point.

The point is that I haven't stopped talking about and showing this ticket to people since I returned from Japan. It's an extraordinary souvenir of my visit that's produced a whole bunch of free advertising for Studio Ghibli.

Which, when you think of it, is remarkable.

By combining two ordinary items -- an admission ticket and movie film -- Studio Ghibli created an extraordinary keepsake, one that will generate word of mouth for years to come.

Now, think: What ordinary items can you combine to create an extraordinary word-of-mouth marketing device in your business?

  • If you're a financial adviser, you could print retirement investment calculations on a bookmark.

  • If you repair appliances, you could print DIY troubleshooting tips on your business card.

  • If you're an author, you could put the big ideas from your writing on a granite coaster, like my friend Mike Sciortino did for his excellent book, Gratitude Marketing. See below ...

Gratitude Marketing Book

The formula is this: Combine two ordinary things in your business -- and make them extraordinary. 

You'll know you've succeeded when your word-of-mouth advertising picks up and your clients start telling others. 

One more thing. 

If you found this idea helpful … and you want more clients like your best clients ... claim your Free Client Cloning Kit at

Friday, January 14, 2022

Never Advertise Again?

"I have no idea why everyone’s interested in new clients."

So said Bill Bain, founder of Bain & Company, as quoted by author and former Bain partner, Richard Koch.

"We don’t need new clients. We should have built-in growth from existing clients if we’re doing our job correctly," said Bain.

In an interview with Tim Ferriss, Koch went on to describe Bain & Company as "a fantastically well-run organization. And it grew at 40 percent a year for 20 or 30 years."

Note well: 40% is more than *twice* the annual growth rate of billionaire Warren Buffett's Berkshire Hathaway.

Not shabby.

Takeaway: You may never need to advertise again, if you can delight your clients so much that they stay forever and refer their friends and colleagues.

That's the promise of Client Retention, one of 3 ways to grow your business from the inside out. 

Want another example?

My clients, The Team Training Institute, deliver a high-level coaching service. But they knew they could do better. So, instead of chasing after new clients (as most businesses do instinctively) I helped them launch a new, top-level service at $79,999 a year.

So, I created a two-part promotion to deliver their new offer:

Part 1: a Direct Mail Sales Letter sent by FedEx to a list of 30 qualified prospects. 

Part 2: a Sales Script to sell the new program from the stage (variations of this script are now used to sell it by phone and webinar). 

What were the results?

In only 21 days, they sold $639,992 of their new program. To clients they already had.

Here's what they said: “Needless to say, we are pretty happy! Kevin has worked for clients in the U.S., Canada, and Australia, including a number of Dan Kennedy's Titanium Mastermind members. He’s an expert at taking your marketing from good to great. If you get a chance to work with Kevin, take it!”
- Darcy Juarez, Director of Marketing, The Team Training Institute

That's the promise of Client Retention, one of 3 ways to grow your business from the inside out.

The other two, Cold Reactivation and Conversion Rates, are explained here 

The CRx3 Process