More vidiocy ...
Want more ideas to build your business?
Here are two. And they're free:
1) read front covers and
2) read back covers of books on Amazon.
What can you find when you do? Headline templates and sales letter ingredients.
No purchase necessary.
Thursday, January 13, 2011
Wednesday, January 12, 2011
Social Media: It's Worth Doing Badly
Here's a video blog entry, shot during a practice session for my speech today to the Apple Valley Chamber of Commerce ...
Watch to learn how using social media to build your business is as easy as falling off a bike -- and as important as getting right back on.
Also: child labor, demystified.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Watch to learn how using social media to build your business is as easy as falling off a bike -- and as important as getting right back on.
Also: child labor, demystified.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Tuesday, January 11, 2011
Another Way to Eavesdrop on Your Prospects and Find their Hot Buttons
Yesterday I wrote that you can eavesdrop on your prospects and uncover their hot buttons, by reading their email.
Today, here's another "sneaky" (and legal!) way to do the same thing ...
It's simple: Read their comments on blogs.
Every prospect for every service or product probably reads at least one blog. Many folks read dozens of them. And each of these blogs has something you should know about, something that can uncover just as many hot buttons as reading your prospects’ email.
The comments section.
Forget the blog postings themselves. The comments that your prospects leave on the blogs they read are a goldmine of information, providing plenty of hot buttons for you to push in the marketing materials you write.
Here’s an example. The blog Six Minutes is devoted to helping readers become a better public speaker
And here’s a screen capture showing some of the many hundreds of reader comments on this blog. See any potential hot buttons?
If I were marketing a product to speakers, I might say,
That’s just a made-up example, but it took me less than 3 minutes to write. I just picked one set of hot buttons – missing or malfunctioning equipment – from one set of blog comments to create a powerful opening to a sales letter.
You can do this, too, when you read the comments on the blogs your prospects read. They will tell you, in their own words, what's really bothering them.
When you know what these "hot buttons" are, you can sell more stuff to people, more easily -- because you'll be using their own words to sell them. Powerful stuff.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Today, here's another "sneaky" (and legal!) way to do the same thing ...
It's simple: Read their comments on blogs.
Every prospect for every service or product probably reads at least one blog. Many folks read dozens of them. And each of these blogs has something you should know about, something that can uncover just as many hot buttons as reading your prospects’ email.
The comments section.
Forget the blog postings themselves. The comments that your prospects leave on the blogs they read are a goldmine of information, providing plenty of hot buttons for you to push in the marketing materials you write.
Here’s an example. The blog Six Minutes is devoted to helping readers become a better public speaker
And here’s a screen capture showing some of the many hundreds of reader comments on this blog. See any potential hot buttons?
If I were marketing a product to speakers, I might say,
Has this ever happened to you? You’ve visualized your speech. You’ve practiced every word. You’re ready to go. But you arrive at the seminar location and -- disaster! Your computer won’t boot up. And the event planner thought that YOU would bring the flip chart. You’re scheduled to go on in only 30 minutes. What do you do?
That’s just a made-up example, but it took me less than 3 minutes to write. I just picked one set of hot buttons – missing or malfunctioning equipment – from one set of blog comments to create a powerful opening to a sales letter.
You can do this, too, when you read the comments on the blogs your prospects read. They will tell you, in their own words, what's really bothering them.
When you know what these "hot buttons" are, you can sell more stuff to people, more easily -- because you'll be using their own words to sell them. Powerful stuff.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Monday, January 10, 2011
How to Eavesdrop on Prospects and Uncover Their Hot Buttons
First, what are hot buttons and why do you want to uncover them?
Definition: A hot button is the reason that causes people to buy whatever you’re trying to sell them. It’s the itch they want to scratch. The craving they want to fulfill.
In golf, for example, men may say they want to shave 5 strokes off their game, or hit more fairways in regulation. But if you try to sell golf clubs or lessons that appeal to those motives, you likely won’t meet with huge success.
Why?
Because the unspoken hot button for most male golfers is this: They want to slam their tee shots 350 yards straight down the fairway, causing the other three guys in their foursome to doubt their own masculinity, while turning 9 shades of green with envy.
Is this rational? Logical? Who cares. It’s reality.
That’s why you see so many ads for golf clubs that claim to deliver the goods in terms of yards off the tee. The advertisers of “Big Betsy” or “Biggest Bertha” drivers are almost comical in the way they try to outdo each other’s claims for distance. Yet, they sell. Like hotcakes.
Now. Back to your prospect.
Usually, your prospect will never tell you what their hot buttons are. And why should they? When you uncover them, you can push them at will – and your prospects to open their wallets, almost unconsciously.
So hot buttons are important.
Would you like to know three ways to uncover them? Without your prospects’ knowledge or cooperation?
First, promise that you’re selling a service or product that is 100% legal and ethical. Because I can’t let this information fall into the wrong hands.
Promise? Pinky swear? Good.
Here’s how to eavesdrop on prospects and uncover hot buttons: Read their email!
No, no -- not like that.
This is easier than hacking into somebody’s computer and reading their Outlook emails. Also more ethical.
First, look at this opening of a very successful web page sales letter I wrote last year ...
See those bullet points?
Each one addresses a different problem my readers want fixed. These are hot buttons.
Every prospect reading this sales letter has one or more of those problems. When they see their problem in the first three lines of the letter, they nod their head in agreement. They think I am talking to them, because I am talking to them! I have pushed a hot button -- I have reminded them of an itch they want to scratch.
Here’s the key: I learned about each of these hot buttons simply by reading the emails my prospects had sent me during the months before I wrote this sales letter.
Yes, it took a few hours of research to read, organize, collate, and prioritize the problems my prospects wrote about in their emails. But after I did the research by doing the reading, I had a very valuable set of hot buttons, written in the language of my prospects.
You can do this, too.
Today, from this moment on, start saving and organizing every email you get from a prospect or client. Any questions about your service or product, any questions about what problems people have, what you do, how you do it.
Those emails contain nuggets of gold, in the form of hot buttons.
You can use then to improve every sales letter, web page, or print ad you write. But you have to be on the lookout for them -- and make sure you address them squarely in all your written marketing materials.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Definition: A hot button is the reason that causes people to buy whatever you’re trying to sell them. It’s the itch they want to scratch. The craving they want to fulfill.
In golf, for example, men may say they want to shave 5 strokes off their game, or hit more fairways in regulation. But if you try to sell golf clubs or lessons that appeal to those motives, you likely won’t meet with huge success.
Why?
Because the unspoken hot button for most male golfers is this: They want to slam their tee shots 350 yards straight down the fairway, causing the other three guys in their foursome to doubt their own masculinity, while turning 9 shades of green with envy.
Is this rational? Logical? Who cares. It’s reality.
That’s why you see so many ads for golf clubs that claim to deliver the goods in terms of yards off the tee. The advertisers of “Big Betsy” or “Biggest Bertha” drivers are almost comical in the way they try to outdo each other’s claims for distance. Yet, they sell. Like hotcakes.
Now. Back to your prospect.
Usually, your prospect will never tell you what their hot buttons are. And why should they? When you uncover them, you can push them at will – and your prospects to open their wallets, almost unconsciously.
So hot buttons are important.
Would you like to know three ways to uncover them? Without your prospects’ knowledge or cooperation?
First, promise that you’re selling a service or product that is 100% legal and ethical. Because I can’t let this information fall into the wrong hands.
Promise? Pinky swear? Good.
Here’s how to eavesdrop on prospects and uncover hot buttons: Read their email!
No, no -- not like that.
This is easier than hacking into somebody’s computer and reading their Outlook emails. Also more ethical.
First, look at this opening of a very successful web page sales letter I wrote last year ...
See those bullet points?
Each one addresses a different problem my readers want fixed. These are hot buttons.
Every prospect reading this sales letter has one or more of those problems. When they see their problem in the first three lines of the letter, they nod their head in agreement. They think I am talking to them, because I am talking to them! I have pushed a hot button -- I have reminded them of an itch they want to scratch.
Here’s the key: I learned about each of these hot buttons simply by reading the emails my prospects had sent me during the months before I wrote this sales letter.
Yes, it took a few hours of research to read, organize, collate, and prioritize the problems my prospects wrote about in their emails. But after I did the research by doing the reading, I had a very valuable set of hot buttons, written in the language of my prospects.
You can do this, too.
Today, from this moment on, start saving and organizing every email you get from a prospect or client. Any questions about your service or product, any questions about what problems people have, what you do, how you do it.
Those emails contain nuggets of gold, in the form of hot buttons.
You can use then to improve every sales letter, web page, or print ad you write. But you have to be on the lookout for them -- and make sure you address them squarely in all your written marketing materials.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Thursday, January 6, 2011
Garbage Marketing Secrets and Jeffrey Gitomer
Now. When was the last time a garbage truck made you smile?
I rushed outside in my jammies yesterday to snap a picture of this truck -- check out Sponge Bob and the other rescued dolls.
If a garbage hauler can create smiles and goodwill for his company using nothing more than, well, garbage ...
... what can you do to make your prospects and clients smile?
Start by examining the basics, like voicemail, business cards, and your email signature.
Examples:
Does your voicemail make people smile? Or is it name, rank, and serial number? "I am away from my desk. At the tone, leave your name and I will return your call as soon as possible." Garbage!
How about adding just a pinch of creativity to your voicemail, like this: "Hi, this is John. It's very likely that I am in the office, because I am a workaholic. But I'm probably helping somebody else grow their business. I'd like to help you, too, so please leave your callback details in 3, 2, 1 --- BEEP."
Does your business card make people smile? Name, rank, and serial number, most likely. Garbage!
For ideas on how to make people smile with admiration, check out these examples of creative business cards.
Does your email sig file make people smile? Again, name, rank, and serial number, right? Garbage!
While I don't claim to be a creative genius, the following email sig file has served my copywriting business well:
Kevin Donlin
Copywriter/Marketing Strategist
Get your free ROI Plan on the "silent cash machine" I can create for you -- a sales letter, web page, or print ad that pays you back 300% in 90 days. Or else.
Reply to this email or call today to learn more ...
ClientCloningSystems.com
Phone: 612-567-6642
The difference between garbage and smile-inducing goodwill is creativity.
Creativity is free, but it doesn't come easy. It will cost you time and a few headaches. But the payoff can be enormous.
And what's the alternative to creative marketing? Garbage marketing.
For more ideas like these, download Guaranteed Marketing for Service Business Owners.
Wednesday, January 5, 2011
The Quickest Way to Get More Sales
Three Girl Scouts want to sell me some cookies.
Which one will make the quickest sale?
The third one, of course.
Why?
Because the easiest person to sell to is someone who knows you, trusts you, and wants you to do well.
That's why all Girl Scouts selling cookies (or any kids selling anything), always start with their own family, then hit the next-door neighbors, before venturing out to sell to strangers.
In your business, you probably can't make a living selling to family.
But you can make a very good living selling to people who know you, trust you, and want you to do well.
Who are these incredibly valuable people?
Your current clients. The people who have purchased from you before, already know and trust your business, and want you to do well (so you can stay in business and keep making their life better.)
When you have happy clients, you have a receptive audience to everything you may want to sell in the future.
Finding new and better ways to serve your clients, so that they favor you with repeat sales, may not be as easy as selling cookies to your daddy. But it beats the heck out of cold calling or prospecting, which we all dread anyway. Why put yourself through it?
So ... the quickest way to get more sales is to sell new things to old clients.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Which one will make the quickest sale?
Why?
Because the easiest person to sell to is someone who knows you, trusts you, and wants you to do well.
That's why all Girl Scouts selling cookies (or any kids selling anything), always start with their own family, then hit the next-door neighbors, before venturing out to sell to strangers.
In your business, you probably can't make a living selling to family.
But you can make a very good living selling to people who know you, trust you, and want you to do well.
Who are these incredibly valuable people?
Your current clients. The people who have purchased from you before, already know and trust your business, and want you to do well (so you can stay in business and keep making their life better.)
When you have happy clients, you have a receptive audience to everything you may want to sell in the future.
Finding new and better ways to serve your clients, so that they favor you with repeat sales, may not be as easy as selling cookies to your daddy. But it beats the heck out of cold calling or prospecting, which we all dread anyway. Why put yourself through it?
So ... the quickest way to get more sales is to sell new things to old clients.
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
Tuesday, January 4, 2011
3 Quick Ways to Get More Referrals
I like referrals. Do you?
When one happy client brings another into your service business, it's like "found" money. Or manna from heaven. Or money from heaven. Whatever.
Here are 3 quick ways to simulate your personal economy by stimulating more referrals ...
(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)
When one happy client brings another into your service business, it's like "found" money. Or manna from heaven. Or money from heaven. Whatever.
Here are 3 quick ways to simulate your personal economy by stimulating more referrals ...
1. Listen for referral signals in your dealings with clients (and non-clients)
Phrases like: “I have a friend who’s looking for something like this” or “I’m so glad I found you!” are an easy tip-off that somebody wants to tell others about you.
When you hear those signals, start a conversation: “Thanks for saying that! Who else do you know who might want an outcome like this?” Then, ask for permission to contact that person.
If you really believe in your service, you won’t be pestering people, you’ll be helping them.
(And if you do think you’re pestering, it means you don’t think highly enough of what you do to deserve referrals. Change how you feel, change what you do, or change how you do it -- fast.)
2. Observe the 80/20 Rule
If 80% of your referrals come from 20% of your clients -- and they will -- segment this group of very important persons in your database.
Cater to this vital 20%. Pamper them, make them feel special. They’ll return the favor with continued referrals.
In my first business writing resumes years ago, all clients who referred 3 or more people gained instant membership in my VIP Club. They got something extra -- a magazine subscription -- in addition to the $10 checks I mailed them for each new client. My VIP clients were reminded of my business every month for a year ... which produced more referrals, which produced more clients like my best clients. Win-win.
3. Under-promise and over-deliver
Exceptional service is rare. Companies like Zappos get many millions of dollars in “found” revenue because their customers refer friends and family. Ask yourself, “Would I enjoy doing business with me?” If the honest answer is anything other than a loud YES, you have work to do.
An easy way to exceed expectations is to under-promise and over-deliver. Examples:
- Offer free shipping upgrades (like Zappos).
- Give customers a deadline of Friday, then do it by Thursday (I did this for years, to great effect).
- Email clients a bonus report that helps them use your product or service (I did this, too).
Anything you do to surprise and delight clients can lead to referrals.
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