Big Profits from Little Post Cards

by Joe Gracia  


In my experience one of the best ways to communicate your marketing messages to your prospects and customers is through direct mail. You are sure to get your marketing piece into your targets' hands, and if it is well-written and designed to be easily read, you'll have a good chance that your message will be received and considered.

Postcards are quick and easy, and relatively inexpensive 

There are a number of ways to use direct mail effectively, and postcards are right on top.

-- Postcards are relatively easy to create

-- They are one of the least expensive to mail

-- They can get your message across in an instant. There's no envelope to open.

-- Everyone reads the postcards they receive, because they are so quick and easy to absorb

What can you do with postcards? 

You can do practically everything you can do with other marketing vehicles.

You can:

-- remind your customers of upcoming appointments

-- tell them about a special sale

-- remind them that a sale deadline is approaching

-- send them to a web page to learn more

-- invite them to a special presentation

-- generate prospects

-- convert prospects into customers

-- sell more to your existing customers

-- ask for referrals

-- educate your prospects or customers about your products or services

-- send them a mini-newsletter

-- and much more

Your postcards can be a simple, two-sided format, or they can contain multiple panels.

They can be black ink on colored stock, or full-color.

A brightly colored card like canary yellow with black ink will be sure to grab attention.

Postcard tips: 

1. Use the AIDA formula to create your message: 

-- A - Attention

-- I - Interest

-- D - Desire

-- A - Action

-------------------------------------------------------
Attention:
-------------------------------------------------------

Get their attention with a headline that names them:

Attention Homeowners!

Free to Parents!

Business Owners

Get their attention by promising relief for their problem in your headline:

New relief for headache sufferers

No more wet basements -- Guaranteed.

-------------------------------------------------------
Interest:
-------------------------------------------------------

Get their interest by mentioning their problem and your solution in your first sentence.

-------------------------------------------------------
Desire:
-------------------------------------------------------

Build their desire by describing the benefits they will receive if they respond to your offer. List them in a bulleted format for easier reading.

If possible include a few testimonials from happy customers to develop trust.

-------------------------------------------------------
Action:
-------------------------------------------------------

At the bottom tell them what to do next. What action do you want them to take. Call you for a free info-pak? Mail in your coupon? Attend a free presentation? Send you money for your product?

Whatever the next step is, spell it out clearly. Don't assume they'll know what to do next.

2. Have a clear idea of what the purpose of your post card is 

-- do you want to generate traffic?

-- do you want to generate prospects?

-- do you want to generate sales?

3. Put a bold headline on top that attracts your prospects' attention and tells them why they should read on. 

Your headline is the most important element of any marketing piece. It tells your readers why this is important to them. It tells them why they should read on.

With a weak headline, or no headline at all, you have little chance that your prospects will take the time to read your message.

4. Add a Sub-Head that expands on the headline 

If you have the room, a subhead that expands on the thought in your headline can give your readers even more compelling reasons to read on. Use a subhead whenever you can.

5. Tell them why your offer is important to them. How it will make their lives better. 

Get right to the point in your copy. Don't beat around the bush. Your readers live busy, hectic lives. They want to know exactly what you have for them and they want to know now.

Don't try to be cute or clever, that rarely works. Just be clear and compelling.

6. Tell them what they will get if they take action 

This is what they want to know. Exactly what do you have for me. Tell them everything they will get if they respond.

7. Ask for Action. Tell them exactly what to do next. 

Again, don't assume they will know what to do, if you just include a phone number.

Tell them to call and tell them exactly what they should ask for.

If you're generating prospects and you are offering a free booklet called 101 ways to sell your home faster and for more money, then tell them to Call 555-5555 Today. Ask for your free Home Selling Report.

Include your business name, address and phone number, and web site at the bottom of your postcard.

Do not use the name of your business as your headline as so many marketers do. No one cares about the name of your business. People just want to know what you can do for them. So tell them immediately in the headline.

Keep your eye out for how other businesses use post cards to promote their businesses.

Start a post card clip file for future reference. 

Give To Get 101

10 Easy Ways to Make Your Flyer Stand Out in the Crowd

10 Easy Ways to Make Your Flyer Stand Out in the Crowd
Guest Article: by Karen Saunders



A flyer is an inexpensive and highly effective way to grab attention in a very busy marketplace. How do you make your flyer stand out in the crowd? Here are some techniques that professional designers use to make flyers "pop."

1. Write a snappy headline or title

Make it memorable, unusual or provocative using a few carefully chosen powerful words. Popular titles contain one or more of these words: Easy, The Secrets to, Unlock, Finally, Insider, Time Sensitive, How to, Free Bonuses, Now You Can, Discover, Proven.

2. Use colorful or striking graphics

One large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, creates a mood, and supports your story. This image is your "focal point" and will draw your readers in. You can purchase inexpensive but quality stock photos on the Internet. Download individual photos or purchase a CD with hundreds of images.

3. Focus on the benefits of your product or service

Your prospects will ask the question, "What's in it for me?" Write from the their perspective using the words "you" and "your." Avoid using the following words: we, us, I and our. Be sure to keep your text short and to the point. Some of the most powerful words to use are: free, save, love, new, results, and guarantee. Break up long paragraphs with bullet points and place them in a separate box.

4. Use compelling testimonials and case studies

Nothing strikes a chord like an endorsement from a happy customer, especially if it demonstrates the results they've had with your product or service. Be sure to include the first and last name, company name and location of the person providing the endorsement.

5. Organize your page with boxes, borders and areas of contrasting colors

You don't need to fill your flyer with wall-to-wall text and graphics. Incorporate some white space to make certain elements stand out and to make the flyer easy to read.

6. Make your points easily identifiable

Highlight titles and subtitles in bold, but avoid using ALL CAPS because they are more difficult to read.

7. Don't get too complicated

Make it simple with two typefaces, and align items to a grid. Your page layout program will provide non-printing guidelines. Use the "snap to guidelines" function to align items easily to the grid. Be aware of printing margins. I suggest you create your layout with 1/2" margins on all sides, or add 1/8" for bleeds on items that print off the edge of the page.

8. Don't forget to proofread

Have someone else proofread your work. Check your contact information. Dial the phone numbers on the flyer to make sure they are correct, and type in the URL of your website to make sure it is correct, too.

9. If you are on a tight budget, try this

Select bright-colored or unique paper, and print with black ink. Use shades of grey to provide tones and contrasting background areas.

10. Offer a discount or special limited-time price

Design a coupon on the bottom quarter of the flyer. Be sure to clearly state the deadlines and limitations of the offer. If it is a mail-in coupon, be sure to include the payment specifications with areas for filling out credit card information, mailing address, etc.

You don't need to re-invent the wheel when creating your flyer. Use these proven techniques and you will see big results in your marketing efforts.

Give to get 101

Generate More Sales and Profit from Your Current Customers...

Generate More Sales and Profit
from Your Current Customers
by Joe Gracia


When talking about generating more sales in a small business, very often business owners think that means going out and finding more 'new' customers.

But what about the current customers you already have? Too often we forget about this incredible resource sitting right under our noses.

If you've served your current customers well, then they already know, like and trust you. At this stage they are much easier to sell as opposed to a complete stranger who knows nothing about you or your business.

It's been said that it takes five times as much money to sell to a new customer than it does to sell to your current customers. I believe that's true.

Here are just a few ways to profit from your current list of satisfied customers.

Educate Them

Sometimes you need to educate your current customers on the many ways you can be of service to them.

You are so familiar with your line of products or services that you may assume that you customers are just as familiar with them. That may not be the case.

From time to time, remind your customers of your list of products or services. Don't assume that they know about them or how they can help them solve their problems, faster, cheaper or better.

Send them a post card or, better yet, a letter. Include a brief description for each product or service you sell as well as current prices and any special deals.

When you're talking with your customers, ask them if they are familiar with a particular product/service that you offer.

They can't buy it from you if they don't know you sell it.

Cross-Sell or Up-Sell

There is no better time to sell a customer more than when he or she is already in a buying mood.

Cross-Sell: Whenever a customer is buying something, think of a related item that would complement or enhance the first item and ask if they would be interested in it.

Up-Sell: If they are considering one grade of a product or service, simply let them know about the features and benefits of a better grade of product or service.

That's not high pressure, it's merely letting them know their options. Then they can make up their own minds which one would serve their needs best.

Never assume that your customers always want the cheaper version of a product or service. That is often far from the truth. Your customers want the best value for their money.

Follow Up with Regular Offers

One of the most powerful ways of increasing your profit in your business is by simply following up with your current customers and reminding them of your products and services.

If you simply wait for your customers to come back on their own, you may be waiting a long time. Customers have so many options today that you can't rely on automatic loyalty.

Remember, your competition would love nothing better than to lure your customers away from you. So you need to be proactive to ensure that doesn't happen.

What are the best ways to follow up with your customers?

Following up by mail is an excellent way to keep in touch with your customers, but you could also do it via email. With the push of a button you can have your marketing message sent out to hundreds, even thousands of customers in a few minutes.

My wife, Maria, and I actually follow up with nearly 250,000 prospects and customers every single week via email. The email service we use, Aweber.com, makes it easy and incredibly affordable.

If you'd like to learn more about how you could use this type of service to follow up with your customers and prospects just visit the following link. They even include a free trial.

http://www.aweber.com/?201930

Follow Up with Special Offers

Sometimes just a reminder is all that is needed to motivate a customer to buy. But more often you need additional motivation.

Special offers can do the trick.

-- Special Preferred Customer Discount Offers

-- Buy Two, Get One Free

(My wife and I stopped in a local gift store the other day after dinner to simply browse, we had no intention of buying anything. 20 minutes later we left the shop with three bags full of games, and wall hangings totaling over $130 -- all because the owner was holding a 'Buy Two Get One Free' sale.)

-- 20% Off

-- Free Gift With Purchase, etc.

Include a Special Offer in Their Current Purchase

When your customers make their purchases, slip a special offer coupon or flyer into their packages, or delivered with their products, or in your invoice mailing.

Or you can hand them a special coupon good for a discount or bonus the next time they visit.

Start a Continuity Program

Continuity Programs can work wonders for a small business.

You've seen them. The business provides you with a card that says something like Buy 9 Get the 10th One Free.

Each time you make a purchase, you get the card stamped or punched and then once you have filled your requirement you cash in the card for your free product or service.

Restaurants make good use of these types of continuity programs, but many other businesses can use them too.

Reformat Your Product or Service

If you provide expertise you can reformat that expertise into a book, an audio CD, a video, etc.

If your customers buy a book from you, a percentage may want an audio or video version also.

Sell Someone Else's Products or Services

You don't only have to sell your products and services. Many businesses have only one thing that they sell to their customers. But the sales don't have to stop there.

Any business can sell related products or services to their customers.

Make an arrangement with another business to sell their products and services to your customers for a commission.

Then you'll find that there's no limit to the number of additional sales you can make to your customer list.

Good - Better - Best

If you sell just one version of a product or service, you may want to consider creating Good, Better, Best versions, or Basic, Intermediate and Advanced versions.

Then, instead of selling just the lower end version, you can increase your profit by selling higher end versions.

Or if you sell a basic version, your customers could then buy the intermediate and advanced versions.

Package a Number of Items Together as a Special

Rather than just selling one item at a time, try packaging several related items together and offer the package at a special price. You will then end up selling 2, 3 or 4 items instead of just the one item.

Add-Ons for a Good Deal

If your customer is buying one item and you offer to have him buy two or three of the same item at full price, he will probably decline the offer, since there is no enticing incentive for him to do so.

But if you give him a terrific deal on the 2nd and 3rd items he now will have a very big incentive for buying the additional items now.

Some of you may say, I have given up some of my profit by giving him a discount on the 2nd and 3rd items.

If you sell shirts, for instance, and you customer decides to buy one shirt -- that will be the end of his purchase today.

However, by offering him a special discount for buying additional items, you now will make an additional profit that you would not have made.

That's a real Give to Get strategy.

The Give To Get Strategy!!!

Give to Get Marketing PowerTips- Part 2

Case Study: Acme Screens - Part 2by Joe Gracia

Problem 3. Discount Certificate for a Future Purchase

------------------------------
Side-Bar Comment:

Dan was asking his recent customers to keep a discount certificate for $25 off their next purchase of replacement screens, until a future date when they were ready to purchase again.
------------------------------

My advice to Dan:

Any time you ask your prospects or customers to take some action, you are going to be met with resistance. People are busy. They are easily distracted, forgetful, and they love to procrastinate -- and that's with activities for themselves. They will take even less effort for someone else, especially a business.'

-- $25 DISCOUNT CERTIFICATE:

You are asking your customers to consider purchasing additional screens in the future and to file and remember this certificate. They won't do that. Your certificate will probably be lost or tossed within a day or two.

Solution 3

If you want your customers to apply a $25 Discount Certificate to a future purchase of replacement screens, then you must send them the Certificate later, at the time when they may be ready for another purchase.

Then you can follow-up with a phone call a few days later. When you mail them that Certificate, that should be the only thought in that mailing. Remember, one thought at a time -- one stone -- one bird.

Problem 4. Asking Your Customers to Give You Referrals in a Cumbersome Way

-- $25 REFERRAL GIFT:

------------------------------
Side-Bar Comment:

Dan also included an offer of $25 as a referral gift, for each referral his customers would send his way. Unfortunately, none of his customers were taking him up on his referral offer.
------------------------------

Solution 4

My advice to Dan:

You are asking them to think of someone who might have an interest in your screens, and then have them speak with those people about your screens. They also have to tell their friends how to get in touch with you if they are interested. That's a lot to expect-- most won't do it.

If you want to get referrals, create a referral card -- in the format of a post card -- offering a free info-kit that includes lots of information about your product.

Your customer can just hand those cards to their friends. Then, any of their friends who want more information can just fill out the card and drop it in the mail or call you for the free info-kit.

This method makes it easy for your customers to refer you. There's nothing for them to do but pass out your post cards announcing your free info-kit offer.

Very easy. Quick and painless.

That's great that you are rewarding your customers for their referrals with a $25 Referral Gift. That gives them additional incentive to actually pass out your post cards.

Don't forget that you could also ask them for referrals right after the sale.

Problem 5. Asking Your Customers to Write and Mail You a Testimonial

------------------------------
Side-Bar Comment:

Dan also included a request in his follow-up letter for a testimonial from his customers. That's not a bad idea. In fact, it's a great idea. But the way he was going about it was resulting in little or no testimonials.
------------------------------

Solution 5

My advice to Dan:

As I said before, you are asking your customers to consider too many different actions that you want them to take.

The best approach is to break down these actions into separate follow-ups. Focus your follow-up on 'one' thing that you want them to do and you will get much better results.

You are asking your customers to think of some positive things to say about your product and service and take the time to sit down and write them out and then mail you their testimonial. Very few will take the time to do that--or even remember to do it. Their lives are already filled with work. From their perspective, they don't need any more.

Of course, there are exceptions. Many businesses get unsolicited testimonials from their happy customers. But, the fact is, in your case, you are not getting them. So you need to do something different.

One thing you could do is make sure you treat them in a way that they would feel compelled to say nice things about you and your business. Treat them right. Make the entire process from the first contact, to the sale, to the installation to the follow-up a prime example of excellent customer service.

How about a thank you gift after installation, thanking them for their business?

Make sure you educate your customers about the many features and benefits that they are getting with your products.

Explain what sets your products and your company apart from the competition. That way you'll be helping them remember the positive things about their purchase.

Here's how to make it easy for your customers to give you testimonials.

Listen. While you are with your customers or while you are on the phone with them, listen to what they are saying. When they say something nice or positive about your service or the features/benefits of your product or service, jot it down.

Then ask them if you can use their positive statements in some of your marketing materials as testimonials.

Most people will happily agree. Then simply type up what they said, and ask them to approve it. If they want you to rephrase a few things, that's fine, tell them it's not a problem.

You can also just ask them how they feel about their new purchase. Hopefully, their responses will be positive. If not, you need to do some more work to improve your product or service.

That is a very simple system for obtaining testimonials. It works every time.

---------------------

Conclusion:

Very often what happens to small business marketers is that they will attempt a few very good marketing tactics, and when they don't get the results they had hoped for, they mistakenly conclude that the tactics weren't a good idea.

That's usually not the case at all.

It's not 'What' Dan was doing in his follow-up letters that was wrong. It was 'How' he was doing it that was wrong.

He needed better systems for carrying out his ideas.

In every case, I showed Dan a better way to get the results he wanted. I did that by focusing on his customers. I have been in the marketing profession for so many years now, that it is fairly easy for me to spot obstacles that are preventing business owners from getting the results they want.

It's all about understanding your prospects and customers. It's about putting yourself in their shoes.

Dan simply asked his customers to do the work for him. That's rarely the best idea.

I turned that around and tried to make each marketing tactic as easy as possible for Dan's customers to carry out. When you do that you will have a much easier time getting the actions you desire.

Are you lost in the Internet maze?

Are you lost in the Internet maze? Do you ever have days where you feel like you're a mouse lost in a maze? You're surrounded by bigger animals watching you, hoping to catch you. All those bigger animals want is to take your money and sell you every scheme and marketing plan in the world. What will you have to show for it? Absolutely nothing - except you'll have a hole in your wallet where your money used to be and a pocket full of promises that will never come true. How am I different? I want to rescue you. I am a real person just like you. Let's get you out of the Internet maze. How do we do that? Like I said I'm an ordinary person who wants to rescue you. No false promises, no hype. You'll just meet an average person who is helping other average people succeed. Why would I want to rescue you? I was once a mouse lost in the same Internet maze. I finally became tired of throwing my hard-earned money away on false promises. I learned that knowledge is the one thing that wealthy people have that average people don't have. I will teach you these skills and give you the strategies, tactics and opportunities to achieve financial freedom. So, let's get you out of the maze and show you how to really turn your life around. Then you can decide if you want to take a chance on an honest program with the opportunity to create multiple streams of passive income. We are a friendly group of people who want you to succeed. We will help you every step of the way. www.avenuestowealth.com/kessington1 Contact me today and we can plan your rescue. Here's to your future! Kessington Emede emedekess@gmail.com Tel: +2348023697317

Give to Get Marketing Power Tips For Today

Case Study: Acme Screens - Part 1
by Joe Garcia

Case Study: Acme Screens

Here's a case study from my files that I thought you might find interesteing.

A few years ago I was asked by Dan (not his real name) to critique his follow-up letter to his newest customers.

His business, Acme Screens (not the real name) sold a special screen for open doorways that would allow you to enjoy a cool breeze and let you walk in and out of the doorway without letting bugs in. It was a unique idea and a quality product.

He was very dissapointed in the results he was getting from his follow-up letter to his recent new customers.

He wanted the letter to accomplish three things:

1) help him sell backend replacement screens,
2) get some referrals from these recent customers
3) and get some testimonials

There were a number of problems with the letter that were preventing him from getting the kinds of results he was hoping for.

Here's what I told him.

Problem 1: Too much WE-ME. Not enough YOU-YOUR

------------------------------
Side-Bar Comment:

The first one and half pages of Dan's letter focused on how terrific his product and his company is. It was all about him. That was a big mistake. There's a good chance he lost the attention of his readers at that point.
------------------------------

I wrote:

People get bored and distracted 'very' easily. If you talk about your product, your company, your services in the beginning of your letter, very often your customers will stop reading immediately.

The first page and a half of your letter is all about you, your product and your company. It's filled with 'WE-ME' writing, -- as in, WE installed, WE'RE #1, WE'VE been in business since 1937, etc. It's also loaded with variations of 'WE-ME' like OUR Staff, OUR customers, OUR company, Acme Screens, etc.

It's all about You, You, You, when it should be all about Them, Them, Them.

Solution 1: Focus on what your customers want

You don't get and hold someone's attention by talking about you. You get and hold it by talking about them.

You need to use phrases like YOU get, YOU will receive, YOUR problem, YOUR benefits, YOUR solution, YOUR savings, YOUR gift, etc.

Your prospects and customers don't care about your company, and your successes, they only care about themselves. They want to know 'What's in It For Me?' and they want to know that immediately -- or they will stop reading.

This can sometimes be a hard lesson to learn, because some business owners so close to their products and services, that they mistakenly believe that their prospects/customers will be just as interested in their products/services as they are. Not true.

Of course, there is a point when you must tell them what is so special about your product/servive and your company. But you do that from their perspective--in terms of what it will do for them.

You must describe how your product solves their problems. You must describe how much better their lives will be once they are using your product/service. Every positive thing you want to say about your product/service or company can be said in terms of how those things will affect them.

But let's think about this for a second.

You've already 'sold' these customers. They already own your product. So it's not necessary to write them a follow-up letter that sounds like a sales pitch. You're beyond that point now.

You don't start talking about what your customer will get until the middle of page two --

You say

'Enclosed you will find a Gift Certificate...'

Great. That's something they should be interested in.

That's where you should begin your letter. The solution is to eliminate the first page and a half of WE-ME copy.

Now let's see what the real purpose of this letter should be.

Problem 2. Too many thoughts and offers for one letter

People can only hold ONE thought in their heads at any one moment. It's tough enough to get a prospect or customer's attention to begin with, but to expect them to grasp and hold more than one thought or offer at a time is expecting a lot. Once they have gotten to your second thought, they have erased the first one from their minds.

You have presented a total of FOUR thoughts for your customers to retain, and three of them require action on their part:

First Thought: Acme Screens Are Versatile:

This isn't an offer, it's a selling point meant to get your customer thinking about the many uses of your product. As I said above, they have already purchased your product--they already know all of this.

Second Thought: $25 Discount Certificate:

This is your first offer -- a $25 Discount Certificate for future replacement screens.

Third Thought: $25 Referral Gift:

This is your second offer.

Fourth Thought: Testimonial:

This is a request, and your fourth thought they have to remember, consider and act on.

Whew! By the time they read about all four of those (and many won't), they will tune out and move on.

Solution 2: Focus on only one offer at a time

When you are prospecting, focus 100% of your marketing piece on your prospecting offer -- nothing else.

If you are trying to convert to a sale, focus 100% of your message on that conversion.

If you want to make a backend sale (more sales after the first one) then focus your marketing piece 100% on that backend sale.

Don't try to do a little bit of this and a little bit of that. It rarely works.

If you want them to consider purchasing replacement screens with the $25 off certificate, then that is all you should be doing in this marketing effort.

If you want a referral, then focus only on getting the referral.

If you want a testimonial, then focus 100% on getting the testimonial, etc. Most people want to kill 6 birds with one stone -- it can't be done. One stone -- one bird.

(Yes, catalogs sell more than one product at a time. There are always exceptions to the rule. But they don't apply in this case.)

Low Cos Ways To Grow Your Business

A Five-Step System to Achieve Business Success

A Five-Step System to Achieve Business Success

by Joe Gracia

www.givetogetmarketing.com 

In today's PowerTips article I'm going to reveal for the first time my five-step method for achieving business success -- or success in achieving practically anything.

I devised this system during my many years of consulting with small business owners.

Here are a few of the results my clients have achieved with this simple five-step plan:

1. One small business owner grew her annual sales from $300,000 to $1.5 million.

2. Another business owner never made more than $2,000 a year from her hobby business. After I showed her how to use the 'Five-Step Plan' her sales immediately shot up to $150,000 and are still rapidly growing.

3. One small business owner was losing clients at a rate of 4 per month and was down to just 13 clients when I shared the plan with her. Within 2 years her client base surpassed 260 clients. She sold her business for a hefty profit and then started a new, successful business using the same plan.

4. Another not only increased his sales by $600,000 per year with this plan, but also dramatically improved his hiring system, his employee training results, his customer satisfaction ratings and more.

5. One travel agency client went from 13th place in her niche market to number 1 in just 2 years. Before using this plan, only 50% of her planned tour packages managed to make a profit. After the plan, that percentage of success rose to over 80%.

6. Another business owner had been stuck at $200,000 in annual sales for about five years. After he learned how to use the five-step plan it took just one year for him to exceed $400,000 in annual sales.

I could keep listing the successes that this five-step plan has helped to produce, but I'm sure you are ready to learn just what the five steps are in this remarkable plan.

Here they are:

1. Goal

2. Deadline

3. System

4. Measure

5. ReportDon't be fooled into thinking that these steps appear to be too simple. There is tremendous power in each step.

I guarantee that if you apply these steps to all aspects of your business, you too will see amazing results.

Here are the details of each step:

1. Goal:

Important: Your goal should always be a number. (Examples: $33,000 in sales, 50 calls from this week's ad, 45% conversion, etc.)

In order to get anyplace you need to know two things.

-- where you are now

-- where you want to be

Where you are now:

Start by determining yout current results during a specific time period (daily, weekly or monthly, etc.) For instance, how many calls you are getting from your yellow pages ad each week, Or how many units of a particular product are you selling each week.

Now, turn that number into an average. If you get

Week 1: 10 calls
Week 2: 7 calls
Week 3: 13 calls
Week 4: 19 calls

Simply add those results together and then divide by the number of weeks. (49 divided by 4 = 12.3 Average Calls Per Week.

Now you know where you are.

Where you want to be:

Next set a new goal. Perhaps you want to generate 20 Average Calls Per Week.

Each week you will determine your new results and then average them each month. Once your average reaches 20 Average Calls Per week -- and stays there, you have achieved your goal.

Time to set a new goal.

2. Deadline:

Your deadline is the ultimate date by which you want to achieve your goal. Do you want to achieve it in one month? One year? or in 10 years?

If you don't set a deadline, there's a good chance you will never achieve your goal.

Imagine a school teacher telling her students that they must complete an assignment, but never telling them when it is due.

Human nature guarantees that most people will keep putting it off until the deadline looms near. No deadline, no action.

Here's an important element to setting a deadline:

You need to break the deadline down into shorter term deadlines so that you won't wait until the last possible minute to begin working towards your goal.

If you set a deadline for 1 year from today, then you need to set monthly and weekly deadlines.

If you want to achieve $50,000 in annual sales, then you will divide $50,000 by 12 months and 52 weeks to see that you need an average of $4167 in sales each month, and an average of $962 in sales each week.

Even though you have a long-term deadline of 1 year, you have broken it down into much shorter-term deadlines that will keep you on track to reach your ultimate goal.

3. System:

This is the heart of this plan.

Having a goal and a deadline won't do anything for you unless you have an 'effective' method for achieving that goal. We call that method a system.

A system is a specific sequence of steps designed to achieve a specific result. A cake recipe is a system. Tying your shoes is a system. In fact, everything is a system when you think about it.

But there are effective systems, and there are ineffective systems.

If you are not getting the results you want from your current business efforts, for instance if your newspaper ad is not producing profitable results for you, then you are using an ineffective system.

The only way your results are going to improve is by improving your system.

The number one activity I performed while consulting with small business owners was showing them how to turn their ineffective systems into effective systems.

If you pass out flyers to generate sales for one of your services, and you get zero sales from that effort, then it should be obvious that your system was ineffective.

In order to make it more effective you must test possible improvements.

Perhaps you handed the flyer out to the wrong people. Try targeting different people.

Perhaps your headline on your flyer was weak, or perhaps your offer was weak, or perhaps you didn't make an offer at all. In that case, you need to learn how to write more effective headlines, or how to make more enticing offers.

You've probably heard the old saying about the definition of insanity:

'You keep doing the same things, and expect different results.'

It's not going to happen. If you want improved results then you 'must' improve your systems.

Suppose you don't know how to improve your systems? Then you need to learn how from someone who does know.

That's when you turn to books, courses or seminars from successful people.

And then you test those improvements to see if they improve your weekly or monthly numbers. If they do, then you have a new system that produces better results.

Continuous improvement of your systems is what business building is all about.

4. Measure:

How many?

That's the question I would ask my clients every week concerning each of their business goals.

I wanted to know how many calls, units, sales, etc. their systems had generated the week before.

That is how you 'measure' your progress towards your goal.

If you determined that you need an average of 100 sales per week to achieve your annual goal, and as you measure your weekly progress you find that you are only generating an average of 50 sales, then you know that your system is not producing the number you need.

It's time to improve your system.

In order to measure your results, you need an accurate method for determining what your weekly numbers are.

When it comes to ads, flyers, brochures, etc. I always recommend assigning a tracking code to each marketing piece. One easy way to do that is to use a fictitious Extension number next to your phone number.

For instance for an ad in your local newspaper you could put the words Ask for Ext. 21 next to your phone number. When someone calls, simply ask them for the Extension number and record it on a tally sheet. You will then know exactly how many calls you received from that particular ad.

You can then gather your weekly numbers and add them up for the month.

By having your measures for each month you will have a clear record of your progress towards your goal.

Which brings us to our last step...

5. Report:

If you just gather your numbers on a sheet of paper, it will be very difficult for you to absorb what they are trying to tell you. You will quickly become overwhelmed by all of the data.

Here's the method I use.

I create a simple chart for each goal we are trying to achieve.

Along the left axis I put the numerical values we are trying to achieve (calls, units, dollars, etc.)

Along the bottom I put the time units (weeks, or months).

I call this chart our weekly or monthly report.

By recording a dot on our chart representing this week's or month's numbers we can see instantly where we've been and where we are right now.

If the dots are increasing towards our goal, then we are doing very well -- our systems are performing effectively.

If they are flat or decreasing away from our goal, then our systems are not performing as they need to, and we need to improve our systems.

These chart reports are powerful tools to keep you informed of your progress and focused on your goals.

Why Aren't People Buying Your Products or Services? Part 1

Why Aren't People Buying
Your Products or Services?
Part 1
by Joe Gracia

  Dear Joe,

Though I find your newsletters quite interesting, I have to strongly disagree with one point made in one of your previous issues.

There you mentioned that customers are willing to buy anything and also would be willing to pay whatever for those products and services.

We find that more and more of our customers are not willing to pay the prices we ask and we don't feel that we are expensive. Any ideas about that?

Jennie, UK
----------------------------------------------------

Dear Jennie,

Thank you for your question.

We're happy to have the opportunity to clear up a misunderstanding about what we wrote.

You wrote:
----------------------------------------------------
There you mentioned that customers are willing to buy anything and also would be willing to pay whatever for those products and services.
----------------------------------------------------

Jennie, if I had written that, then I would have to strongly disagree too. But, that's not what I wrote.

Here's what I wrote:
----------------------------------------------------
Look around you and you'll see people buying, buying, buying. They love to buy. They buy every kind of product or service imaginable. There's no stopping them.

And they are willing to pay incredible prices FOR THINGS THEY WANT.
----------------------------------------------------

We never said people would buy ANYTHING, and that they would pay ANY PRICE.

People only buy things they WANT. And they often pay incredible prices for those things that they WANT.

The key phrase is THINGS THEY WANT. And this is at the heart of your current sales problem.

People buy and pay for expensive diamonds and jewels, expensive cars, homes, stereo systems, clothes, expensive meals in fancy restaurants, vacations, video games, music CDs and a million other products and services.

People love to buy things they want

We're not saying that every single person buys all of these things, but collectively people are buying and will continue to buy things they want even in an economic downturn. They may be a bit more cautious with their money, and they may look for better deals during down times, but they will still buy.

Our point was that the desire to buy things that they want, is a powerful human force -- a force that you can benefit from as a marketer.

People don't usually buy things they DON'T WANT -- at any price.

You also wrote:
----------------------------------------------------
We find that more and more of our customers are not willing to pay the prices we ask and we don't feel that we are expensive. Any ideas about that?
----------------------------------------------------

We're not sure by your note if you really meant your;

'Customers' were not willing to pay your fees -- meaning people who have already purchased your services in the past --

or your

'Prospects' were not willing to pay your fees -- meaning people who have expressed an interest in what you offer but have never purchased from you before --

or your

'Strangers' were not willing to pay your fees -- meaning people who have 'never' expressed an interest in what you have to offer. For instance, readers of the publications you may be advertising in.

The difference between these three is enormous.

Strangers, Prospects and Customers are three completely different marketing targets, and you market to each of them for different reasons and with very different systems and offers.

Problem with Customers

If you did mean your past customers were no longer willing to pay your fees, it could be for any number of reasons;

1) perhaps they were only interested in the one product or service that they purchased

2) perhaps it is too soon after their last purchase for them to purchase again

3) perhaps they were dissatisfied with some aspect of your service

4) perhaps they were dissatisfied with the price they paid for the service -- their perceived value of what you provided may have been less than what they paid

5) perhaps a competitor is offering the same quality at a better price

6) perhaps your follow-up marketing system and offers to your past customers were weak

7) perhaps you didn't follow up with your customers at all and just assumed that they would come back to buy more from you on their own

8) perhaps you need to entice your past customers with a preferred customer offer

9) perhaps with the current economic downturn they feel they can't afford your standard prices at this time -- if that's the case, then you may need to repackage your products or services to offer them options that would be within their current budgets, or you may have to target higher income prospects who aren't affected as much by these current economic conditions

HOW TO RECEIVE THE WEALTH YOU DESIRE!

The only thing that can stop a man or woman who has learnt how to create the things he/she wants with thoughts is – not knowing how to receive.

You can own a few millions already and be stranded in poverty and lack simply because you don’t know how to receive. The reason, why many give all sorts of spiritual sacrifices, demonstrate generosity to the poor and still are poor themselves, is because they have not learnt how to receive.

In the last 48hrs, the amazing coincidences, connections, clicks and cash flow in my direction has been awesome. I believe the same would have been true for you as well.

Here are a few more things to do, to keep them coming towards you.

1. Be clear about your desired end game. What do you want?

2. Maintain an attitude of Gratitude, this moves you in the direction of the answers seeking to locate you.

3. Expect unwaveringly that the wealth you desire is heading for you within your current placement in the flow of commerce.

4. Be generous!

Is Your Marketing Approach Logical?

Is Your Marketing Approach Logical?
by Joe Gracia

After 30 years of practicing and teaching marketing I've concluded that the way many small business owners market their businesses is totally illogical.

Every day I see signs, ads, flyers, e-mails, etc. that simply describe a product or service and ask you to buy. Each one names the product or service, lists a few of the features along with the price.

Have you ever seen a marketing approach like that? Perhaps you have even run an ad like that. I'll bet you weren't very happy with the results.

In a second I hope you will agree with me that this isn't a logical marketing approach at all -- even though it is the one that most small business owners use.

When I teach people about the concept of marketing I usually explain that marketing doesn't just apply to business. It applies to all aspects of life.

My definition of marketing is

'Marketing is all about helping people get what they want.'

It's the foundation of the Give to Get approach.

It applies to getting a job, or getting a raise or a promotion. If your employer doesn't feel that you can help him or her get what he/she wants from your skills, then you won't get the job, raise or promotion. Your employer is not going to give you what you want, until he or she is convinced that you can give them what they want.

It applies to finding your mate. If you aren't providing your prospective partner with what he/she wants in a relationship, then there's a good chance that the relationship isn't going to progress to the next level.

Which brings me to the point of logic.

Whether you are marketing yourself or your product or service, you can't just walk up to strangers who know nothing about you and think you are going to get an immediate commitment. That just isn't logical.

Imagine walking up to a stranger at a party and saying, 'Excuse me. Will you marry me?'

What kind of response do you imagine you would get if you did such a thing? Would it be logical to expect the answer to be 'Yes!' I hope you agree that is not logical. That isn't the way relationships and commitments progress.

They progress one step at a time. If there happens to be a mutual attraction from the start, then each person needs to get to know, like and trust the other person to determine if it makes sense to move on to the next step in the relationship.

Let's apply this concept to marketing your product or service.

Imagine walking up to a stranger on the street and saying, 'Excuse me. Would you buy my Widget?'

Have you ever tried selling something to a complete stranger? If you have, then you know that it isn't easy. Some would say it's nearly impossible.

First of all, what are the chances that the stranger even has a desire to own what you are selling? Probably pretty low.

Even if they did have a desire to own what you were selling, what are the chances that they would actually buy it from you -- a total stranger? Logically speaking -- next to zero.

Can you see that approaching strangers on the street and asking them to buy your product or service is not a logical marketing approach?



Did you know that face to face marketing is the most powerful form of selling? Every other form of marketing is a much weaker approach in comparison.

While you can keep your prospect's attention while you are talking to them one-on-one, an ad in a newspaper, or your words on a flyer can't do that. It's too easy for your prospect to become distracted and toss your marketing piece aside.



So, if walking up to strangers and asking them to buy is not logical, then imagine how illogical it would be to send strangers a 'weaker' marketing approach like a flyer asking them to buy your product or service, or putting an ad in a newspaper and asking strangers to buy, or sending strangers an e-mail and expecting them to buy.

Now, you may say, but I see big companies marketing their products and services to strangers all the time. They just describe their products and ask people to buy.

Ah. But that's an illusion. Those big companies have invested millions, if not, billions of dollars on image advertising in an effort to get their target market to know, like and trust them. It's called branding -- and it is very, very, expensive.

When a family gets a promotional flyer from The Disney Company, they don't feel like they are buying from a stranger. Disney has been a warm and positive part of their childhood, and will probably be the same for their children too.

Bill Smith's Chiropractic Center doesn't have that same kind of relationship with his marketplace. To them, he is a stranger. And, no, Bill Smith, as a small business owner, cannot afford to spend millions of dollars on awareness marketing -- like the big companies do -- to ensure that his entire marketplace gets to know, like and trust him. That just isn't logical.

There are hundreds of Prospects searching right now for the type of product or service you provide

Right at this very moment there are most likely hundreds, perhaps even thousands of Prospects in your marketplace who are actively searching for the benefits that your company provides.

The problem is 'you don't know who they are, and they don't know who you are. Or they don't know, like and trust you enough to buy from you.'

But imagine if you did know who they were. You could pinpoint your marketing efforts directly to just those prospects who want what you are selling. Then every one of them would know that you offer exactly what they are looking for.

Isn't that a much more logical marketing approach than just promoting your products and services to thousands of people who have absolutely no interest in what you are offering. That's incredibly expensive, counterproductive and illogical.

We'll be covering simple techniques for doing that in our upcoming issues. 

Give To Get Marketing Solutions 

23 Tips to Attract More Customers with Small Ads

23 Tips to Attract More Customers
with Small Ads
by Joe Gracia

www.givetogetmarketing.com

1. Don't Waste Your Headline: 

Don't use the name of your business as your headline. People don't care about the name of your business. They only want to know what you have for them and what you can do for them.

2. Make a Specific Offer:

Always make a specific offer to your prospects. Example: A free booklet, brochure or packet that describes your services and benefits.

3. Offer Something of Value: 

Offer something of value to your prospects. Something your prospects would want, not what you would like them to have.

4. Use Benefits: 

Use a headline that promises a specific benefit. Example for a dentist: "New ways to brighten and whiten your teeth."

5. Target Specific Prospects:

Use a headline that selects specific prospects. Example for a chiropractor: "Free to people who suffer from headache pain."
Or, "Attention: Dog Owners!"

6. Make Your Offer in Your Headline:

Mention your offer immediately - in your headline or in the opening sentence. Example: "Free, home-buying booklet."

7. Show a Picture of Your Offer:

Show a picture of your free booklet, brochure, etc.

8. Test Different Offers:

Test several different offers - in order to discover your best pulling offer.

9. Test Different Ads:

Test several different ads in order to find your best pulling ad.

10. Test Different Publications:

Test several different pubications in order to find your best pulling publication.

11. Educate Your Prosepcts:

Tell your prospects how your offer will benefit them. Don't assume they already know.

12. Focus on Your Free Offer:

Build your ad entirely around your free offer.

13. Use an Enticing Booklet Title:

Example: Marketing Breakthroughs: New solutions for your business.

14. Keep it Confidential:

When appropriate offer confidential information in a plain envelope.

15. Make your ad easy to read:

Avoid unusual type, reverse printing, printing over pictures or busy backgrounds and fancy decorations. Keep it simple.

16. Use a Coupon:

If space will permit, include a return coupon that your prospects can fill out and mail. If not, say for example: "Tear out this offer and send it with your name and address."

17. Include some selling copy in the coupon:

Example: "Yes, send me the Free booklet. I want to know how to have a more beautiful smile."

18. Test Different Size Ads:

Use the most effective space size. Test different sizes. Bigger is not always better.

19. Try a Free Standing Insert (FSI):

This can be a card containing your ad. Or it can be your flyer. It is dropped into newspapers in your area, usually on Sundays.

20. Use a Sense of Urgency:

Urge immediate action. Examples:
"Write today"
"Do it now"
"Supplies limited"
"Respond by (date)"

21. Promise Quick Response:

Example:
By return mail
or
Booklet will be rushed to you,
etc.

22. Emphasize "No Obligation":

To attract more prospects, relieve their fear of sales pressure, by letting them know there is no obligation.

23. Track and Record:

Track and record the results of all your advertising. A periodic review of these records will reveal valuable and profitable information about what works and what doesn't.

Give To Get Marketing Solutions