Professional Documents
Culture Documents
Table Of Contents
_________________
Page No.
hat business
Are You In?
he goal of
this book is to
help you create
uncontested market
space and make
the competition
irrelevant.
Introduction
_________________
hat business are you in? The answer to that question must be
MARKETING. You might be great at what you do but unless you
understand and get really efficient at marketing, you wont make it
in todays economy. There are new marketing realities. Those who
know about these critical shifts in the marketplace can capitalize upon
them; those who dont are destined to continue to suffer poor business
performance or even perish in the marketplace.
Its getting much tougher to win in a big way today. Profits will
continue to be squeezed. As companies try and gain market share by
competing and by doing more of what continues to be ineffective, a
new breed of marketers are emerging; those who create uncontested
market space and make the competition irrelevant.
hink back to 1995. How have consumers changed since then? Are
they more informed today than back then? What about 1985; that
was only twenty some years ago? What is different about consumers
today than in the mid 80s? Are they more loyal today than they
were? Are they more trusting today than they were when Cheers
ruled TV? What about 1975? Thats some thirty ago. Is the buying
public much different today than they were then? Are they less
skeptical today than they were then? Are they more gullible today?
Do they trust people more today than they did when Archie Bunker
was the star of All In The Family? Would you say that you, your
friends and neighbors are more bombarded with marketing messages
today than before? Is the general mindset of people today more
demanding or less? Do you have more choices or less in this Internet
age?
On a whole do you think consumers are as trusting as they were in
1965, in the days of Marcus Welby? The answer seems obvious.
re Consumers
today...
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he Problem
Lies in the
Business Model:
The Approach to
Growth
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ouve
been trained in
antiquated methods!
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f youve been in business or sales for more than five years, chances
are you have been trained in obsolete methods and strategies. If you
are using the same old marketing and sales techniques that might have
worked in the past, you need a refresherbecause that old stuff doesnt
work any more.
3
Chasing customers isnt the way to get rich today! Use a more
powerful tool attraction!
Manipulation is out!
There is a new way to sell today. Look at the various aspects of the
selling process from finding prospects to closing sales, to customer
follow-up, and you will see that what might have worked previously
no longer applies today. Yet there is no shortage of seminars, coaches,
books and systems teaching people strategies that neither understand the
changes in the mindset of consumers nor the more effective methods to
create massive shifts in sales results.
Look at prospecting for example. Many people have been trained in the
idea of chasing prospects. We are told that selling is a numbers game.
The idea is that if you just throw enough mud on the wall, some of it is
bound to stick. We are told to be strong and all we need is tougher skin.
We should feel happy and just deal with rejection. We need to get 99
nos and thatsomehowis a good thing because we are closer to the
yes. Ridiculous.
They forget to tell us how long it takes to be rejected 99% of the time.
They never talk about the emotional cost of being rejected so much. No
wonder salespeople are constantly moving from company to company,
industry to industry... thinking that they should just be stronger.
Tougher.
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he way most people try and sell is very much akin to the
difference between a one night stand and a marriage. The money
is in the marriage model not the one night stand. Marketers today
need to get their eyes off the short-term model of one night stands.
You need to focus on the long-term. Frankly, you wouldnt use the
same language and strategies for both goals. If you want to score
a sale tonight, you will say and do just about anything to close the
sale. Thats the way so many salespeople and so many marketing
departments do it today. All they are interested in is the next sale.
The winners today follow the marriage model. Your approach to
entering into the marriage model would be quite different than if you
were merely taking someone home with you for a night.
The highest income earners today are not using outdated methods of
cold calling and customer manipulation.
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elling is like
kissing!
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ou cant kiss someone who is backing away from you. The best
kissers are always leaning forward. Thats what you need to get
prospects doing... leaning toward you. (Not trying to sell people who
are backing away from youlike so many people do.)
The problem is that it is so infrequent that salespeople are in front of
hot prospects that they have to rely on high pressure tactics. What if
you had dozens, hundreds or even thousands of prospects filling your
pipeline? You wouldnt have to use silly closing tricks to close the sale.
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elling wasnt
always a dirty word!
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f Trust Is
So Important Today,
What Should Your
Marketing Focus
Be On?
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hen your advertising helps people trust you more, you win more.
There are several ways to do this as we will see later, but it must include
information about how knowledgeable you are and that people can rely
upon you when it comes to their money.
A key part of this is that the bigger the purchase or, the money at stake,
the greater is the potential for fear in their mind. Your advertising,
positioning and branding needs to help lower that level of fear in their
mind.
Your advertising needs to make you stand out. Dont miss the emphasis
here. We mean YOU. So often you create great marketing materials
and you sell everything else but you. Product pushing doesnt work any
more, not like it used to.
In addition, you need to somehow be seen by the consumer you are
seeking to reach. When they listen to so many radio commercials, not
to mention television, email marketing messages and direct mail, its no
wonder that you have to work ten times harder to get your advertising
in front of them. Just getting them to see it is a major task. But it must be
done. You have to find a way for your advertising, your sales efforts and
your marketing to stop them and have it say Here I am... pay attention
to this!
Shelf life is another obstacle your advertising needs to overcome in
todays marketplace. Its expensive! But too often its here today and
gone tomorrow. Newspaper advertising is gone after just a few hours,
the same with radio and TV. Flyers and direct mail dont fair any better.
Magazine ads are thrown out many days before the end of the month.
So what is one to do?
Buy shelf life, thats what you need to do. Thats one of the reasons a
book is such a great advertising tool. It keeps you, your company, your
message in front of the prospect for days, weeks, months, even years.
The perceived value of a book is enormous. People dont throw out
books.
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eople Dont
Throw Out Books!
Now thats shelf life.
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ow this might seem obvious but its not when it comes to sales
and marketing. Most of what passes as advertising is nothing more
than flag-waving drivel. Its nothing more than non-believable noise
from people who think way too much of themselves. Messages like
The Best, Number 1, The Biggest are not believed today and
say nothing. People dont care about you. They care about themselves
and their problems.
Still 99.9% of the efforts of salespeople and marketers are nothing
more than this look at me, aint I great advertising. We see it
starting right at the headline of most marketing pieces and advertising
websites. It starts right at the top. Marketing 101 tells us the first
thing the eye sees when it looks at an ad is the headline, yet most ads
feature things that are of no interest to the very people they seek to
influence.
Most ads include their company name, logo or silly picture in the
headline. Why? Because they dont understand the main message in
this book which is that consumers have changed but your marketing
strategy hasnt. They dont care about you.
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he Business
Multiplier way is
to remember that
prospects dont care
about you!
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ou and I know that you are different from the competition, but the
general marketplace doesnt. I imagine you are very good at what you
do and that you really care for your customers, but the people you
are trying to reach dont. You might have special training, different
equipment, and more satisfied clients than the other person down the
street who sells what you sell, but in the mind of todays consumer,
you are just like them. A financial planner, is a financial planner, is a
financial planner.
From a marketplace perspective, all chiropractors are viewed the
same. A dentist is a dentist to most people. The reality is probably far
from the truth, but when it comes to marketing...
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erception is
Reality.
And most of you
are perceived to
be the same as the
next guy!
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book guarantees
you instant (and never
ending) visibility!
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ho do they
buy first?
1. YOU
2. Product / Service
3. Company
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If your prospects buy you and buy on trust, then why is product
pushing so prevalent in your marketing? Whenever you compete
strictly on a product basis, you turn yourself into a commodity and
that is not the way to create market dominance. Thats the way to
suffer in the vast wasteland of low fees, shrinking profits with dismal,
ever-shrinking results.
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It got so bad that the screams could be heard down the hall. The
zapper was admonished to continue regardless of the protests and if
the zappee refused to answer, the zapper was to consider that a wrong
answer and zap him anyway. By this time, the screams were bloodcurdling. Still the doctor, white smock and all, told him to continue.
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Word-of-mouth advertising...
is inexpensive
is easy to do
requires creativity
works every time
is quick
is fun
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Stay in touch.
An insurance agent in Toronto sends out 35 letters every Friday
with a $2 toonie attached. The uniqueness of the letter gets all
kinds of attention. When he calls to make an appointment everyone
remembers the letter, including those mean secretaries who often
screen calls. Those nasty people!
Differentiate.
My computer consultant has gotten a fair amount of FREE
advertising from me with his invoice. Every invoice has a Nice Guy
Discount. Its a nice touch and makes me talk (for FREE) to others
about his service.
Become a public figure.
Write articles, booklets and books. The word-of-mouth just around
your office will be reward enough.
Why not answer a letter with an audio recording or CD?
Why not consider printing your letters in a different font or set-up?
Go the extra mile.
My automobile repair shop is North Point of Markham. They always
wash my car when I take it in for repairs. Its a nice touch and hey,
guess what? Im giving them some FREE advertising.
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Shortly thereafter, they hear shots and run back through the woods
and down the hill to find the wife holding a gun on a very unhappy
looking fellow.
Okay lady, he says, its your deer. Can I at least get my saddle off
of it? No matter how well equipped you are with the best gun and
equipment, you still wont do very well aiming at the wrong targets.
Some people have a hard time writing one sentence yet alone a
letter. But Im convinced that just about anyone can learn how to
get prospects excited enough to call them. Again, dozens of prospects
calling you is much better than you calling them one on one.
Most big sales producers understand the power of effective sales
letters. They can help introduce you to prospects, setup an interview,
cause people to become trial customers
and much more. Im on everybodys mailing list, something I
recommend you do as well, and get hundreds of sales letters sent to
me. Im amazed at how poorly some are and how fabulous others
are. I use these to help me become more effective at writing letters
and produce sales.
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emember that
your sales letter must be
set up properly!
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Here are 10 easy, simple and effective steps to ensure your sales
letters get the desired effect: Increased sales.
Step 1. Determine the Objective
Have you ever read a sales letter and wondered what the sender
really wanted to say? I constantly get letters that leave me wondering.
Before you write any letter, brochure or direct mail piece ask yourself
these questions:
1. What one thing do I want to say in this letter?
2. What one action do I want the reader to do after reading this
letter?
Forget the lame request, If you have questions please feel free to
contact me anytime. It doesnt work, is boring and not true. You
dont want people calling you anytime, do you? Anytime? Dont call
me anytime!!!
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emember,
people dont care about you;
they care about themselves
and their pain
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ow many
testimonials and
endorsements
do you have?
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Sell what you can do for them, as opposed to your credentials. Show
them what you will do for them, how they will feel as a result of
acting on this letter. I know it might hurt your feelings but they dont
care about you, your nice kids, your fancy degree or your pretty face.
They care about solutions. Focus on pain, problems and solutions.
FREE BONUS IDEA
The approach we have found that works best is using 3 different sales
letters.
They build one upon another. That is, mention that you have
already sent previous letters. Make the length of the letters shorter
and shorter with every one and increase the heat and the FREE
Offers.
Sales letters can be effective to move people in action which will bring
them closer to buying what you sell. Be sure to follow these steps
and your chances of having them running to you yelling, Sell me,
sell me! is greater. Okay, Ive never really had anyone approach me
yelling that but you get the point!
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Sample Letter #1
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Most will.
But Im at least going to INVITE you to do something different. Ive
researched, tested, used, given to key clients, and proven 101 TAX
REDUCTION STRATEGIES for people just like you. Not all of
them will work for everyone. But some WILL. (And your accountant
isnt telling you about THESE.)
Im going to reveal these strategies - in fact, Im going to give you
CHECKLIST of them as a FREE GIFT- when you attend my 3-hour
Seminar.
These 3 hours could very easily make a huge, positive difference in
your spendable CASH FLOW right now... the taxes you pay next
year...and your financial future.
To register for this Seminar - ABSOLUTELY FREE OF CHARGE
- either mail or fax in the enclosed ticket request immediately or
call 222-2222. Attendance is limited and we expect to fill every
seat quickly, so dont put off registering. As a further incentive, to
CALLING NOW, if you are one of the first 25 people to call you, will
receive a FREE Special Report called, 33 Things Your Accountant
Didnt Tell You About Saving Taxes - Guaranteed.
Sincerely
Albert Accountant, CPA
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Sample Letter #2
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Most people are too busy putting out fires, earning a living...too busy
to make and keep any real money.
Are YOU guilty of being too busy being busy?
FINAL NOTICE
May 1st, 2011
Dear ChuanWah,
Eight days from today, a group of small business owners who are
sick and tired of working for the government when they thought they
were going to work for themselves will be attending my 3 hour FREE
Tax Reduction Seminar... and many will change their life as result.
Have you been too busy to read my letters about this Seminar?
Attached are copies of both of the letters Ive sent you previously.
Take 5 minutes to read them now. (Unless you think its somehow
patriotic to pay A LOT MORE than your fair share of taxes.)
Worrying about taxes only when theyre due - or past due - is stupid.
GRUMBLING about taxes is something you shouldnt even be
entitled to do if you turn your back on a very real opportunity to do
something about it.
The attached letters are of ENORMOUS IMPORTANCE to you.
Sincerely
Albert Accountant, CPA
P.S. All you have to do to book a seat is call 222-2222 right now!
Take 1 minute and DO IT NOW!
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ow do you
generate leads using
a seminar and get
others to pay for
EVERYTHING?
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In a nutshell, heres how this works. You will host a seminar, hire
a great speaker, send out 10,000 brochures using a unique method,
have sponsors pay for everything; get the speaker to endorse you
from the stage, and follow-up after the event.
Step 1: Identify Your Target Market
The first step is to spend time evaluating who your ideal prospect
is. I know this sounds like basic stuff but I can tell you that far
too many salespeople and business owners think that they sell to
EVERYONE. What you want to do here is think about the ideal
person who might buy what you are selling and think about what
problems they would currently have. What issues are they currently
dealing with? Where are they at in terms of deciding to buy what you
sell? Consider all the demographic factors, (age, education, status,
position, income, etc.).
The more you know about your Ideal Prospect, the easier it will be
to attract them to a seminar. If you cheat on this step, you will lessen
your potential for success.
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ho is your
target market?
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Build a database
Generate leads
Qualify serious leads
Sell products/services
Book appointments
Attract investors
Create public relations
Recruit salespeople
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hat is your
seminar objective?
This answer will dictate
your next step!
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The Topic
The topic of the seminar is of ultimate importance. We have
conducted How to Increase Revenue in Your Beauty Salon
Seminars in Singapore and had phenomenal success. Our client sold
an $8,000 piece of equipment to beauty salons. She knew that beauty
salon owners would respond to the Increase Revenues topic. One
thing to make sure about this seminar is that it must be informational
NOT commercial in nature. The seminar must be a first rate seminar
and not a two hour sales pitch. You must deliver what you promise.
Keep everything in a prospects point-of-view. They couldnt care
less about you, your company, your products or services. Think
of a topic they would be interested in. Dont get stuck in your
industry. Karl Ruban, a Canadian financial planner is using our
SALES-BOOSTER Internet Marketing Seminar to attract people
to his practice. The people who come out to this seminar are exactly
who he wants to reach. What do all the other financial planners do
seminars about? Financial Planning.
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o be different,
consider things from the
prospects view point!
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The Speaker
You will need a speaker who is qualified to speak on the subject.
Since Ill show you in Step 3 how to get someone else to pay for
everything including the speakers fee, you should select someone
who is very qualified for the task, preferably an author or someone
with credentials to pull an audience. This is really important because
of the way we are going to promote this seminar. You want someone
who is credible and someone whose credibility you can borrow and
cash in on.
Make sure that they are willing to help you with your objectives at the
seminar. You will want him/her to endorse you, your company, and
products at the seminar and help you sell the audience.
Step 3: Get Sponsors to Pay for Everything
For some people this part of the program is too much to believe but
trust me that we have done this all over the world for all kinds of
companies and every cent was raised from sponsors. If this is done
right, this part will be a breeze. We had an entrepreneur in a small
town in Texas sign up all the sponsors for our seminar using this
format in about 3 weeks.
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Essentially what happens is that you price everything out and then
divide that among the sponsors.
Sponsorship Kit
You will need some documents to help sell the sponsors. We use a
Sponsorship Kit. Nothing too fancy but one which answers all the
questions for the potential sponsor. Here is the Table of Contents for
The Sponsorship Kit.
Table of Contents
Introduction
Objectives of the Seminar
Who Attends - Statistics
The Next Event
Seminar Content
Sponsorship Benefits
12 Reasons Why You Should Become A Sponsor
How to Make This Seminar A Success (for Sponsors)
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se Sponsorship
as a tool to build
your business and
your credibility!
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eliver on your
promise and make sure
your guests feel they
attended a
GREAT seminar!
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It must come off like a normal $199 seminar for this to work properly.
At the end of the seminar, THE SPEAKER, not you should do a
short presentation for whatever the seminar objective is. I have
endorsed clients, sold website packages, booked appointment for
serious prospects, raised investment money, recruited salespeople,
and sold all kinds of products for clients using this format. Make sure
your speaker is comfortable doing this and is good at it.
Step 6: Follow-up Relentlessly.
Immediately after the seminar, a letter should go out from THE
SPEAKER. Since you are hiring them, in essence, to be your
spokesperson, send out a letter to everyone present from the speaker,
restating the offer of the seminar. Lets say at the seminar you offered
the participants a package of goods for a certain price for TODAY
ONLY.
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es,
you are credible enough
to publish a book!
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ince Ive been sharing this message for almost 2 decades, I know
how many of you feel. Who am I to write a book? Im not a writer.
Great! Neither were the thousands of people Ive taught this to and
who have reaped the benefits of having a book as a marketing tool.
This isnt about getting you to do book tours and book signings, its
about using a book to help you overcome the new marketing realities
that you face every day.
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book is a
marketing brochure
on steroids.
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Messy Manager
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Is This It?
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Get More Life Out Of Life
Adam Fitzpatrick
Daniel Hanzelka
98
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Karen E. Grant
Geldsorgen ade!
Mona lernt die 10
Geheimnisse des Reichtums
Keith D. Watters
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Itay Avni
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99
In It to WIN It
Health, Fitness, and
Happiness.
How to be THAT Chick!
R.J. Tabuchi
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REEPUBLICITYNOW.
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