Marketing full steam ahead

In the marketing for the Wild West Wealth Summit I am hosting this July 3rd - 5th, I have been fighting against numerous obstacles to get this filled. The walls in front of me are typical to any business who is launching a new product or service into the market (or, just as much so, new business start ups).

1) Track record - zero.  I have hosted many small workshops with 20 or less... but never one of this magnitude. People kept telling me not to do it - to have more time before the event - to not do it (again).  This was a monumental task, as it is for any entrepreneur.

2) Short time lines.  I only truly started marketing this in March - the event is in early July.    4 months is NOT enough time to do it properly.  Again, I was told not to do it - save it for next year and start promoting it well over a year in advance. 

3) Near 2 MAJOR holidays - and in the MIDDLE of the week.  That, plus it is right before the Calgary Stampeded - the greatest outdoor show on earth.  Thinking back (isn't hindsight wonderful?)... I should not have done this at this time of year - this close to the Canadian July 1 holiday - nor near the US July 4th holiday.  The Calgary Stampede was the reason I did this - but I should have done it either a week or two before the Stampede - or well after. Again - I was told not to do this.

4) The city it is in is NOT used to higher priced 3 day marketing seminars. Calgary is a wonderful city - but quite behind the times when it comes to quality small business seminars.  This is the first time a large scale marketing only confernce has been held here - at this price point - for this length of time. 

Those are just a few of the obstacles...

With that in mind, I had to (and still have to) work my butt off to make this happen as projected.  I have been doing almost every kind of marketing possible for this

- email
- web
- fax
- direct mail
- newsletters
- posters
- press releases
- radio spots
- live presentations
- teleseminars
- online videos
- online audios
- prayer!

It has been an amazing ride so far and the momentum is very exciting. With only 3 weeks to go - it is looking to be a killer event with some incredible speakers, entertainment, and attendees. 

The most surprising part?

What has worked - and what hasn't worked.

Things I guessed wouldn't work (like fax campaigns - which are still legal in Canada) - HAVE worked. 

I am going to showing people some of my results at the summit... home study will also be available on dvd.  The point I wanted to get across to you?  You MUST try every possible means of marketing - consistently - daily. And you must try things you don't think will work. You have no clue what WILL work until you try it.  But when you take MASSIVE ACTION on your marketing campaigns - things happen fast - and you can easily prove the naysayers wrong - quickly.

I look forward to sharing more of the lessons learned.  Troy

Marketing basics... that you may be ignoring

The following 6 strategies can each make a huge difference to your business.  The question is - are you using any of them? All 6 are not needed to see an immediate impact... just one.  Have a look through them and see which one you can test out for the next month - then do it. 

A simple change can make a 10-40% improvement to your bottom line... times that by 6... you get the picture...

• Survey your prospects and clients asking them what it is that they want – this presells them when you bring that out and gets them involved in your company decisions. Ask them to vote on colors, packaging etc – getting them involved makes them feel compelled to order when they see you listened to their advice

• Make them an offer they cannot refuse – money back guarantee, double your money back guarantee (if they are not happy with your product you pay them for their time and hassle), free trial period, free shipping, highly valuable bonuses.

• Use risk reversal – as the business owner, you should be carrying the when prospects buy your products – not the client. Make it so there is absolutely no risk on their part if they decide to try your products out – pay in installments, credit, loans, delayed payment (have them make money before they have to pay you, cash the check after 30 days.

• Go for a walk around your business community. Target areas that sell to your ideal clients.  For example – if your ideal client is a white-collar office worker – go the retail stores around downtown or wherever the majority of office workers are located.  If your ideal client is an affluent woman – you want spas, pet groomers, high-end hairdressers, country clubs etc.  Blue collar workers – approach in industrial businesses where they buy their supplies from, or the major gas stations where they fill up their semi trucks etc.  Offer to pay a small fee to advertise your business in their window.  All you want is a small 2’ x 2’ sign in one corner of their window – in exchange you pay them $xxx per month.  Great deal on space that costs them significantly more to rent out on a monthly basis.  Or – turn the tables – if you own retails space – find applicable entrepreneurs and offer them window space in exchange for $xxx per month

• Last minute specials are incredibly effective when you have an email list, fax list, or phone list with a team of people to call them.  Contact all of your clients with a special for this day only – make it a very aggressive deal too – one that they will have to give serious thought to – not 10% off – not good enough.

• If you run a retail type environment or office space where clients are continually through the door – make your space the one they remember, and talk about.  Have nice music playing. Offer them free pops, juices and coffee or tea.  Offer them cookies, or crackers and cheese.  Put candles throughout to provide a soothing environment. Or if you are an independent business and you go out to your clients – make sure your materials stand out. Make them brightly colored paper for your newsletters, or use a very high-end stock of paper.  Include a scented giveaway in the envelopes.  The key is to use your creativity to involve your customers senses – the longer you can keep them in your space, or keep them thinking about you, the more likely they are to buy – and buy more often as the experience is so enjoyable.

I LOVE it when an idea and promotion come together.

The money pouring into a bank account because of a perfectly matched promotion, price, people mix - nothing better. Which is part of the reason I have been slow on my posts here - I promise to be more regular. Things have been busy - a very good busy.

 Some important lessons I have learned over the past few weeks:

 
1) Get those newsletters in print! I know... I know.... (insert whining and excuses here)

- they cost money - they take time - they are difficult to do.

 
YUP!

 
Which is exactly what I love about them.

 
If it costs money and involves extra work - people WILL NOT DO IT. Which is the exact reason YOU SHOULD. 

 If none of your competitors are doing it (because of the whiny excuses) they you are going to be THE ONE who stands out - right? I am always a big believer that you look at what the masses (or your competitors) are doing - or not doing - and DO THE OPPOSITE as them.

 It only makes sense - the masses are not successful with their marketing, with their business, and with their $$ - so why on earth would you do the same as them. This is also another reason that I would never hire a financial planner who made less than double what I do. Despite how much you

 
Here is the results from one doctor (note: doctors usually do dry and professional stuff – this guys newsletter is hilarious! Very non-professional)…

 
* increased revenue 169%

* and increased supplement sales 235% (for a brick n' mortar business)

 
Hmmm… I don’t know about you… but THOSE are the kind of results I certainly like. You can hire it out! Outsource it. Find someone to do this for a year for you and measure what kind of numbers it pulls in. The hassle and investment will be paid back many times over (my own leads are 470% more profitable from my own newsletter).

2) Start testing multimedia with your websites

Video and audio can make a big difference... but how will you ever know unless you test?

 

I recently found Web Video Zone
 

They are awesome. And have been instrumental in a techno-dunce like me to easily get video up on my site. My results show a fantastic improvement in sales... worth a test for your business.
 

3) Lock and load...

 
When you are feeling overwhelmed with too much to do... lock yourself up and away from your office.
 

Find somewhere with few distractions - and get busy. I did this a couple weeks ago for 3 days and did more copywriting than I had done in the last 2 months.
 

No excuses - the reason you are overwhelmed is because too many things are on your plate.
 

Start getting rid of those things.
 

Rent a hotel room if you need to - just get the heck out of your office - no checking email - no cell phone - get busy. Trust me - when you accomplish more in those few days than you did in the last month - the few calls and emails you missed while away will be insignificant.
 

Just try one of the 3 above – you will be amazed at what they can do for your business.