A client of mine made a comment that I wanted to note.

>>>> 'Thank you for taking the time to enhance my offer. I know you put a lot of effort into it and appreciate your time and experience in putting this together. I am starting to see the process of putting together a successful sales letter.'

Note the word PROCESS... that is what is truly important here.

Here is my comment back:

>>>> 'The sales letter process is just that - a process.  We start with a rough draft - tune it - tune it more - tune it more - test it - measure results - tune it - test it - etc...

Go through it again - see what you like and dislike - then send it back so we can get it out in time for holidays. Troy'

The marketing process is NOT a one-hit-wonder.  You will not get it perfect the first time you try it!

People amaze me when they believe they should be able to run a single $200 ad one time and make themselves a small fortune.

It is ALL about testing and finding out what works... and (just as important) what DOESN'T work.

You never know until you test.

The market will tell you

 (a) if you have the right offer and
 (b) if you are in front of the right people.

If you miss either - you will not get results - period.

So try numerous things - and measure what results you get. If you get no results - you need to modify (one or the other - only change one thing at a time so measurements are accurate).

One-hit-wonders sound great (we all wish it was so easy) - but in reality they don't work in the long term and very rarely in the short term.

So, if you want to do your marketing the right way for 2009, invest in the Creative Marketing Tips Program now - before you miss out on yet another marketing opportunity to pass you by. It's VERY reasonable and a great investment in your business!

http://www.creativemarketingtips.com

(The March Edition has an incredible blueprint for turning controversy in tough times into a major marketing opportunity and cash flow creator... last chance to get the March edition... plus all the bonuses)

To your ongoing marketing successes!

Troy White

PS:  Getting tired of all the media crap they are throwing at you? 

Doom and gloom getting you down? 

Starting to believe them that the world is coming to an end and no one is safe?

Find out the TRUTH in the March edition of Creative Marketing Tips. 

Discover WHO is making huge bucks, and HOW... including one client from Wild West Wealth last  year that took what he learned (in June of 2008) and has gone on to create a new business that is making him nearly $1,000 PROFIT per DAY. 

As I type this, he is sitting on a beach in the Dominican, spending 15 minutes a day managing his $1,000 a day business.

Learn WHAT he did... and what YOU need to start doing now http://www.creativemarketingtips.com

Again I ask - are you believing the media doom and gloom...
or are you taking your future into your own hands?

"The advertisements are the most truthful part of a newspaper."
-- Thomas Jefferson

"The pessimist sees difficulty in every opportunity.
The optimist sees opportunity in every difficulty."
--Winston Churchill

I looove to learn! And I hope you do too. Creating success also means developing an insatiable appetite to learn about all kinds of varied subjects - marketing being the main one for small business owners.

You know what is truly scary?

One number I saw recently said that the average US or Canadian citizen invests only $48 PER YEAR on books. Those same people probably spend much more than that on coffee in a month.

Is caffeine more important than training your brain for success?

That is a sad statement to where people place their priorities. They think nothing of dropping $2,000 on a big screen television … but ask them to invest that in a seminar or home study course and stand back for all the excuses.

Fortunately, I love to learn … and I invest in my education.

I can say from past years, my investments in books, home study materials, newsletters, audio programs and live seminars usually runs $15,000 - $30,000 per year.

Never before have we had access to so many experts and such powerful training materials as we do now … and those who are not investing in these tools are missing out on some incredible breakthroughs.
I am going to save you some time and money though.

I have summarized some of the main points that you should all immediately start applying to your life and your business. These are just a few of the tips I have learned from marketing masters like Clayton Makepeace, Ted Nicholas, Dan Kennedy, Jay Abraham and Bill Glazer. These are tips I gladly paid big dollars to learn (and remind myself of) … and I want to pass them on to you.

From there - it is up to you.

Will you keep doing what you have always done?

Or will you make a change and profit beyond your wildest expectations?

It is entirely up to you. I want you to profit. But I will not hold your hand along the way though. If you take action on just a few of these, you will experience some powerful results … that I guarantee.

Let's get on with it!

1 - Ask yourself this question - "Are Your Goals Worthy of You?" Read it and ask it again. It is the opposite of what 95% of people ask - they switch the words and ask if they are worthy of their goals. WRONG! You need to have confidence in your self and your vision in life. Are your goals big enough and grandiose enough? Make them so. Dream big, really really big. And then ask again - is that goal worthy of you?

2 - Start working in time chunks. Set aside 2-4 uninterrupted hours for you projects. Most people will start a project and deal with interruptions as they come through the door, or e-mail, or phone. WRONG! You are now a time 'chunker' - and people around you need to understand this is the way you now work. Get used to this way of working and you will accomplish amazing things.

3 - Start seeking the valuable lesson in everything you do, hear, experience and pass by. No matter if the project fails or succeeds - write down what you learned from it. Every person you meet and everything you do - has a lesson you can learn. It is up to you to find out what that lesson is though. And do it before you forget. Write it down in your journal (if you do not have a journal - go get one).

4 - Read your lesson journal - which lesson can you apply today to your next project? Or your next problem? Then do it. Find a way to apply and use that today - do it and record your results.

5 - No matter what your business is - get your journal out and write down this question at the top of the page - "How can I personally make my clients lives better?" A simple question but very powerful. Think about it - how many companies that you deal with offline or online - apply this model? Less than 10% I bet. Most of them are out to get the sale and then move on to the next "prospect." If they actually considered how they could help your life be better - how effective could they be? For example - there is a company that I personally dealt with offline that sell kids educational products. I spent $2,000 on their products about a year-and-a-half ago. And never heard from them again. If they had thought about how they could help me and my kids have a better life they would quickly realize that they could offer me products to help us at least monthly. I would gladly spend $100/month on my kid's future and success. And yet I have never heard from them again. Do you know anyone like this? How does it apply to your business?

6 - Always have your antennae up. Look and listen for ideas, insights, and concepts that you have never thought of. Write them down. Talk to anybody and everybody you run into. Ask them what they do, how they do it, why they do it, what could make their jobs better, their offerings better, what are their dreams and aspirations?

7 - Ask yourself - "what don't I know that is absolutely critical to my success?" Then decide where you can find that information quickly. Start writing down ideas on how you can work with people that have that knowledge. If you do not have money to pay them for their expertise - how else can you work with them? Is there any way you can trade services for services or services for products or products for products?

8 - Start writing a book. On whatever you are good at, or whatever you want to be good at. Start researching the industry and successful businesses in that industry. A book is one of the most important tools to building your credibility and to build on publicity for your business. The book is not necessarily one you sell - it can be a bonus for prospects or clients to show them you know what you are talking about.

9 - Find or pick a charity that you deeply believe in. How can you help them accomplish their goals? Possibly volunteer your services or donate products they can auction off to raise funds. Donate a percentage of all revenue you receive to the charity. Find multiple ways to help them and you will quickly find opportunities knocking on your doorstep.

10 - Start building a dream team. These people can be people in your life now (if they are motivated and positive people) or people you would love to work with. If you do not know them now - think of ways you can give back to their interests, passions or charitable causes they are interested in. Start interviewing these people and find out what makes them tick.

11 - Create your stadium pitch. Get some paper out and think about your product or service. Imagine you have a stadium of 50,000 people at your beck and call. You get 30 - 60 seconds in front of the audience to convince them of you and your offering. What would you say? How could you get your point across so convincingly that they would be stupid to say no? Now consider the fact that any one of them can walk out at any point in time and do not have to listen to your pitch. Would your pitch change? What can you say to make them stay? What can you say to make them buy?

12 - Consider that there are only 3 ways you can grow your business. You can increase the number of clients, increase the average sale price, or increase the number of times they buy in a year. Most people (90%) focus in on increasing the number of clients - and it is the least effective and the least profitable. So what can you do to increase the other 2 methods?

13 - Use a shotgun approach to marketing your business. Think of multiple ways to promote your offering - and have them all happen at once. Very similar strategies to war - air, land, water - each of which has multiple resources and firepower coming at the target (the customer) at once. How does this apply to your offering? What types of firepower will you use?

14 - Test all of your crazy ideas. No matter how crazy they sound - try it out. Find out which ones work. Then optimize how effective they are. Test all variations of that idea. Find out which variation works best.

15 - Think of your offering your prospects see. What can you do to educate your prospects to the extreme that they know everything there is to know about what you do? If you are an expert (which you need to be) in your business - how can you show your clients how they too can be experts - before they purchase?

16 - What is your "magnificent obsession"? You must have a passion so deep that everyone who you talk to understands what you stand for and what you want to accomplish. When you build your obsession and ingrain it into your soul - nobody will be able to derail you from obtaining your goal - no matter how negative they are.

17 - A 30 second personal drill you must do. Ask yourself – am I having fun? What could you do to enjoy your life more? How big or small of a company do you want to run (2 people or 200 to manage)? What would happen to your business if you decided to take a month off? Once you have these answers you now understand areas you MUST start working on immediately.

18 - Your customers are marketing geniuses - they know exactly what they want and it is your job to find that out. Find ways to phone, e-mail, fax or talk to them about their needs, wants, desires, passions, concerns etc. When you know what type of a company they want to deal with - you have your ticket to fortunes. People deal with you because they want you to change their life - do you deliver on their wants?

19 - Always follow your gut feelings, intuition and instincts - they will lead you in the right direction. If you do not know how to tap into these resources or want to build on them to strengthen them - learn how. There are a multitude of resources out there that show you step by step how to build on them.

20 - What would you do differently in your business if it was treated like a movie theater? Admission is charged at the door and word travels quickly if it is a box office hit or a box office flop? How would your movie be received?

21 - Referrals can be one of the most important tools you can use to exponentially grow your business. There are hundreds of ways to generate referrals. Do you use any of them now? How could you reward people to refer others to your business? If you have not done your job on making your clients happy - you cannot ask for a referral. Are you comfortable asking? Some of the tools available to generate referrals; pay them per lead, ask your competition, bribe people in a fun way, ask your vendors, automate the referral process, donate to charity, be outrageous, put on an event, publicity, conference calls, family and friend programs and there are many many more. The key is to start writing down ideas on what works for you. Then start doing it.

22 - Think about the lifetime value of your clients. Maybe your front-end sale is $40 but how many times will they buy in a month, a year, a lifetime? Add the numbers up - what is one client worth to you in a lifetime? How much do you spend to obtain 1 new client? Do you see the difference here? Most people spend under $10 to obtain one new client and yet the lifetime value of that client is $1,000. Do you see the problem? For every $10 you invest you receive $1,000. How many $10 bills will you now invest in client acquisition?

23 - Ask - "who else does business with my ideal client?" Now go talk to those people - competitors or not. Explain your mission in life and the goal of your business. Find out how their business is doing and if they are looking for new ways to generate business. Start finding ways to deal with everyone that your clients buy from.

24 - What can you say to your clients or prospects to make them ask "huh, what did you just say?" Make your statements so outrageous that they ask you to prove it. And then prove it.

25 - If you are in a retail business - do not sell the products. Sell the experience of your store. This is the biggest reason retail business go out of businesses so quickly - they are there to discount products - and that is it.

26 - Set the buying criteria for your prospects. One they have seen your offering - they have to reevaluate how they decide who to buy from because you made them realize - you are the only one that provides an experience as high quality as you do.

27 - Plan your long-term strategies before you plan your tactics. Strategy shows where you plan on going, who you want to be, and what types of clients you want as your friends. Tactics show how to get all of your strategy accomplished.

28 - Use risk reversal in your offer. Make it so your clients come out so far ahead by dealing with you they would be stupid not to. Even if they decide that your product is not for them and they return it - they still come out of the deal with the refund and many bonuses that they never had before dealing with you.

Most importantly - TAKE ACTION TODAY.

To your success,

Troy White

PS: This article was originally written for the Small Business Mastery Column, which I write every Friday for the World's Highest Paid Copywriter, Clayton Makepeace. 

You can get weekly power packed, and content rich, articles at http://www.smallbusinessmastery.com ... check it out... great info.

PPS: If you haven't signed up yet, why?  By now you could have had 2 promotions out the door, and  make thousands of dollars in additional profits. 

All with simple copy and paste tools. 

See for yourself... http://www.cashflowcalendars.com/

The power of the right message to the right market

 

Two success stories to share with you on advertising effectively.

 

SUCCESS STORY #1 – Network Marketing Money Machine

 

I received a phone call 2 years ago from a husband and wife team. They have done exceptionally well in the network marketing industry, and now was to go big on the speaking / information publishing business.

 

We designed them a campaign that goes like this:

 

Step 1 – Squeeze page to capture emails from people

 

[All a squeeze page does is capture contact information from people who visit your website. You need to entice them into why they should sign up – snippets of content they get, free bonus books or audios, etc. When they enter their information – name and email – they are then sent to step 2.

 

Step 2 – Thank you for sign up and Free CD giveaway

 

[We gave away an audio cd detailed part of their system they use to earn well over a million a year in the industry. The cd is free, shipping and handling is $5. This gives people a very low cost way to get more familiar with you and your techniques. If they take the free cd offer, they click through to the order page with an option to buy into step 3.

 

Step 3 – Upsell to higher end package at 20 -40 times the price of step 2

 

[When people go to the order page for the cd offer, they are offered an option to buy a much higher pried package. In this case we did 2 higher priced options – one at 20 times the cd s&h price, the other at 50 times that price. They can get just the cd... or take them up on the upsell offers with much more information and product sent to them.

 

Step 4 – For those who never took the offer for steps 2, 3 or 4 – they get sold into step 2 through the auto responders they receive once they sign up on the free newsletter (step1)

 

THE RESULTS?

 

Because the copy was targeted perfectly to their market, and because they had a good number of people read the copy:

 

1. 1800 people purchased the cd option

2. 20% of those people bought upsell #1 (at 20 times the price)

3. 5% bought upsell #2 at 50 times the price

 

Do the math! That is a serious money making AUTOMATED machine. For every 1,000 qualified people they send to their site, they know roughly how much money they will make immediately.

 

In the next 9 MONTHS, that simple marketing system, with the right words, sold well over $1.2 million dollars.

 

QUESTION FOR YOU:

 

How can you leverage these ideas and automate the sales process in your business?

 

SUCCESS STORY #2 – First time author ROCKETS to #1

 

Another client of mine launched his first book. You may have seen some of the promotions for The Power of You!?

 

We invested a substantial amount of time and resources putting a massive campaign together for him.

 

1. Teaser sales letters to get people to the main sales letter

 

2. $3,000 in bonuses to buy the book on the launch day

 

3. Long copy sales letter to sell the book and bonuses – the key was that he needed people to buy on a single day so Amazon could do their calculations on if he had a best selling book (calculated by Amazon every hour based on total books sold from their site)

 

4. Recruited LARGE numbers of partners to endorse the book to their own client lists. They got to read the book first, then endorse the book to their own clients if they like the book. IMPORTANT NOTE: the partners received NO financial compensation for doing this.

 

I wrote the copy they sent to their lists, to recruit them as partners, to sell people the book, etc.

 

5. Arranged everything to happen on August 15th starting at 12:01 am.

 

THE RESULTS?

 

#1 on Amazon – on the main book best seller list AND in all 5 registered categories the book qualified for!

 

PLUS, 3 days later – it was STILL #1

 

Thousands and thousands of books sold (5,000 sold in first 2 weeks, 55,000 sold over the next 3 months) – each of those books is a lead generator for him (ads on the inside of the books for other products) and a MASSIVE database built from the launch (people had to supply their emails to get the bonus materials)

 

Now he has #1 International Best Selling Author to his name.

 

QUESTION FOR YOU:

 

How can you leverage these ideas and have other people promote you to their lists? How can you use this to launch a new product, service or bundle?

 

The key here is to NOT say "that isn't my business". The key is to say "HOW can I make that apply to MY business?"

 

When you do that – and then implement what you wrote – you will see similar results as they have seen.

 

The power of the written word, combined with massive action...

 

Simple Things to Change and Test in your Marketing and Copy Over the Next 30 Days (measure your results before and then after you make these changes to see the effect on your bottom line)

 

· Are you running a headline in all of your marketing? Go to the news racks and pick up some copies of Cosmo and The National Enquirer (seriously). Find ways to modify some of their cover headlines to fit an advertisement, or email, or newsletter subhead line. This is a simple, yet incredibly effective way to create revenue producing headlines.

 

· Is it targeted specifically at your target customers?

 

· Are you specific in your claims? None of the “best in the world” type of claims – no one believes them anyhow.

 

· Does your marketing material answer the question – “would this help our field sales people close the deal, or pre-qualify the prospects?

 

· Does every piece of your marketing containing some form of measurement device (special website to visit, email subject line to send you, trackable phone number, etc)? Without this, you have no way of knowing which of your marketing dollars are working for you, and which ones aren’t.

 

· Does your marketing and advertising materials explain what it is you want them to do immediately after reading the ad or promotion? (does it ask them to take action by phone, mail, email, web form, or fax?)

 

· Does it answer all the questions your typical prospects ask your sales people?

 

· Can you specifically tell me who your ideal client is (age, sex, income, demographics)?

 

· Is the most common word in all your marketing “You”? If not – get rid of all the “I”, “We”, “Us” etc – they do not care about you! All they care about is what you can do for them.

 

· Do you have testimonials in everything that your prospects and customers see?

 

· Do you follow up with your prospects and clients at least once a month? Remember that there are totally different messages you want to send to your prospects and to your existing clients.

 

Try this out in the next month – and let me know your results. 

Troy