Volume 1 Issue 8
What’s New With You?
A Confession and a Challenge PG. 4
3 R’s of Audio & Video Content: Record, Review, Repurpose PG. 12
Ask the Wrong Questions, Get the Wrong Answers PG. 8
Suzanne Shafer & AJ Clingerman Special Contributor:
Featured Example: Lost Customer Reactivation Campaign PG. 6
Contents February 2013 A Confession and a Challenge?...4 Who Is Their Customer Really...5 Reactivation
Discover the Value of Your Mind...8 Simple Solution to a Complex Problem...9 Ask the Worng Questions, Get the Wrong Answers...10 Everyting is Marketing...11 The 3 R’s of Audio and Video Content...12 7 (Not So) Random Strategies To Create Newsletters People Love to Read...13 12 New Year’s Resolutions For Maximum Profit and Business Growth...14 Clean Out That Closet, I Mean Contact List...15
Scott Manning Scott J. Manning, MBA
What’s New With You?...3
Lost Customer Campaign...6
Scott J. Manning is best known for his ability to develop, cre¬ate and market Area-Exclusive Information Businesses in any industry. (Don’t miss Scott’s session on Advanced A-to-Z Info Marketing Strategies where he will walk you through his 7-step system for creating your own high-ticket Area Exclusive Business.) He first got his start, not selling Area Exclusive Businesses, but by buying one when he became a Dan Kennedy Advisor. Scott’s reputation in the GKIC Universe is for his aggressive and pro¬lific style of implementation, copywriting and as one of the top Business Advisors. He actively runs one of the largest chapters in the country in Indianapolis, Indiana. This led him to be cho¬sen by Bill Glazer to facilitate and develop the Extreme Marketing Makeover Program that was unveiled early this year by GKIC. Since that time Scott and Bill have continued working with to¬gether on other projects. Now, Scott has been labeled as “the coach to the coaches” by his peers. Scott has successfully added hundreds of thousands of dollars to the bottom line of local chapter advisors across the coun¬try through his coaching and guidance. Where Scott spends the majority of his time, though, is in personally mentoring Business Owners and Entrepreneurs from around the world on how to break into the Info-Marketing Business. Scott also serves as the “Chief Marketing Officer” for a handful of multi-million dollar clients. Among those clients that Scott advises personally is the former Senior Vice President of Marketing for Playboy Enterprises, now Chief Marketing Officer to the World’s Third largest Online Advertising Company managing over 50,000 affiliates with hun¬dreds of Fortune 500 accounts, and Adam Witty CEO of Advantage Media Group, who was recently named to Inc. Magazine’s 2011 30 under 30 list of Entrepreneurs. Scott’s real passion is helping other Entrepreneurs and Business Owners achieve liberation through Information Marketing. Having personally guided, created and developed Info-Marketing Businesses from scratch for more than two dozen clients he takes pride in helping others find success through leveraging their expertise the same way he has built his own 7-figure InfoMarketing business. Scott calls it building a business around the guru. He says, “It’s easy to be the guru, it’s an entirely different thing for people to pay you to be and to have a business that allows you to live the life¬style you choose and influence people in your industry or area of interest.” Taken from all different industries, Scott keeps a diverse portfolio of clients always stating that there is a formula to mak¬ing anything work in the info-marketing world. Scott’s specialty is with High-Ticket and Area-Exclusive businesses. His team of expert level marketers is headed up by his brother Ryan, who over¬sees the development, management, and marketing of dozens of Information Marketing businesses. While some people provide turnkey services or solutions, Scott pro¬vides turnkey businesses.
Million Dollar Methods
By: Scott Manning
What’s New With You? Here we are, the New Year – Your New Year. The would like to visit, things you would like to do, question is…what IS “new” with you? vacations you would like to take. I hope you’ve started 2013 excited, refreshed, and motivated about all the plans and actions you have in Not just a list of dreams or a bucket list of “somestore for yourself. days,” rather planning and scheduling these things into your year, written right on the calendar. I thought today I would talk with you about some of those “new “ things that you should be working Certainly you’ll want to have your list of new things on, strategizing about, and preparing for now that the to learn and study, areas of focus to develop your calendar has turned over and 2013 has started. skills in both business and personally, for profit and pleasure. And, if there is something on my list, not yet on yours, it’s still not too late to make it happen. Then there are the “new” things that make all of these possible, the “how are you going to get it all What’s New done, fit it all in…” things. That’s the list of making yourself more productive. Obviously you should have new goals, objectives and plans for the year. You are undoubtedly refocused Plan out your daily, weekly and monthly routines and ready for more, bigger, faster everything. But that and schedules. Adjust what didn’t work so well last doesn’t mean much if you don’t also have some way year, where you came up short, and keep or enhance to make your dreams realities. That’s why “more of what you felt attributed to your success. the same” or “business as usual” are not the mottos you want to be moving forward with in 2013. Now, this is one list of “new” that will keep you busy and motivated on your goals and objectives. No, you want “new” approaches, at least to try; new methods, at least to attempt; new strategies, at least to You know the saying, “doing the same thing only execute – all of these “new” things to give you a leg gets you the same things” or whatever it is. The New up to help you accomplish new goals. Year is about doing, trying, achieving new things that all lead to you looking back, or waking up, one year You want to have a list of new marketing ideas full from today feeling more successful and happy. of new ways to grow your list and your customer value. You want new things to sell. That is what it is all about. If you’ve not embraced and shown your gratitude for this gift of the New Year Here’s a big one: you want new people to joint venture yet by making the most of it and planning out your with and who offer new ways to get customers. You “new” list, then get to it. It’s the only way to get the want new places to search out resources for yourself most out of it – besides, nobody likes Ground Hog and your business. Day; you surely don’t want a Ground Hog Year. For you personally, the list should be equally as Have fun, expand your thinking, there are limitless long. possibilities…the year is YOURS, do with it what you will. Happy “New” Year It’s the time of year you should have committed to try new things, to make a list of all the places you Million Dollar Methods
By: Jack Klemeyer
A Confession and a Challenge The late Jim Rohn said, “The ultimate reason for setting goals is to entice you to become the person it takes to achieve them.” And from that quote, my friends, comes my confession. It is this: I am human and with that comes the fact that I am continually a work in progress of becoming the kind of person it takes to achieve my goals. I know there are many things I can learn and I am appreciative of the fact that I love learning.
you need to do in this challenge.
Through taking on my challenge, you and I must identify, specifically, what it is we need to learn to reach our goals. It may be a new perspective or a new skill set. It might be that there needs to be a change in how we think or the beliefs we hold. With that in mind, we have to uncover, recognize and acknowledge something else, equally as important, and that is what obstacles or barriers I have set some very lofty goals for 2013. I hope you impede progress or block advancement. have as well. So the challenge to me and to you is this: Let’s make a pact that we take full advantage Identifying and knowing those specifics gives us of this full year of 2013 to work on ourselves to something in particular that can be developed, become “the kind of person it takes to achieve our practiced and overcome in some instances. And goals.” I know that work and a business reflects that will help us become the kind of person it takes its owner, which is why I think this challenge is to achieve goals. so important –for every business owner and every business person. We all want success, but do we As Jim Rohn also said, “The major reason for setting learn and apply those skills and that knowledge a goal is for what it makes of you to accomplish it. necessary to be successful individuals and therefore, What it makes of you will always be the far greater businesses? value than what you get.” I’ll share what I learn and know as I work to I intend for 2013 to be the best year yet for me become the kind of person it takes to achieve my personally and professionally and I hope you join goals. I will be providing you with what I find and me in the same journey for yourself. use like inspirational messages to motivate you, challenges to spur new revelations about yourself, insights into tools, techniques and strategies to help you along and offerings of opportunities for you take advantage of throughout the year. You can take what will help you make 2013 the year you become the kind of person it takes to achieve your goals. Lilly Tomlin, the great comedian, played a particular character while she was a cast member on Rowan and Martin’s Laugh-In, named Trudy, the Bag Lady. You may remember Laugh-In and perhaps Ms Tomlin’s character. Trudy is quoted as saying “I always wanted to be someone; I wish I had been more specific.” Take that quote as a lesson of what 4
Million Dollar Methods
Who is Their Customer Really? By: Ryan Manning
I discovered a new concept about a month go that really made me think. It’s been around for a while, but this was the first time I was introduced to it. I would say most people don’t like dealing with UPS or any package delivery service, but its become part of our everyday lives. With buyers preference for shopping online and the expansion of local to global - we are shipping a lot of stuff. But here is a thought-provoking question: If you order a package from Amazon, shipped by UPS; from UPS’s perspective - who is their customer? Amazon or you? Think about it for a minute. The easy answer is “they are both UPS’s customers” - but that won’t work here. I want a definite answer. Is it Amazon? They have to integrate with their shipping protocols, are required to negotiate price, and the ones who sign the service contract. Or are you the customer? You pay the price for shipping in most cases, you are the end consumer of what UPS delivers, and your satisfaction is tied to timely and safe delivery.
This of course has premium levels of membership and warrants a small fee for your convenience. Read more details from the Wall Street Journal here... I believe this is a brilliant move by UPS. Not only does it generate more revenue, create loyal recipients, it also creates a differentiate between FedEx. And it delivers to us, a great lesson in marketing... UPS realized that the product buyer is their customer. For decades its treated the shipper as their customer and left hefty sums of money on the table as a consequence. The customer bares the cost, the customer can demand change. This is a big shift for UPS. Your business may not have a ‘big shift’ opportunity, but you can certainly apply the principles. Think about who your customer is, but also think about the other people involved ahead of and behind you in the product cycle. Is there value you can deliver to others along that cycle? To finish the story I started, I was expecting an important package but was going to be traveling the day it was scheduled to be delivered. By postponing delivery I avoided an expensive shipment from sitting on my porch for several days. Next time I have a choice for delivery service, who do you think I’ll pick?
So what’s your answer? Who is the UPS’s customer? Well why don’t we check with UPS. The new concept I referenced earlier is called ‘My Choice’ from UPS. It allows me to choose WHEN and WHERE I want to receive packages. If I have a packaged headed to my office on Wednesday - I can change delivery to my home on Friday. Million Dollar Methods
Lost Customer Reactivation Campaign By: Ryan Manning
If you aren’t familiar with the coffee company illy (or if you’ve only seen their cans in gourmet shops), then take some time to follow their marketing strategies. They’ve done a lot of brilliant things that offer lessons for all marketers. Before I explore today’s example of a reactivation campaign, let me give you some background information about illy. illy produces high-end coffee (beans, ground, packets, etc.), but what they sell is MEMBERSHIP. Their goal is to get you to sign up for auto-delivery of their coffee. One of the ways they get you hooked is by offering ridiculously priced coffee and espresso makers at a discounted priced if you commit to auto-deliver program. For the consumers, they get a $400 espresso machine for $200 plus the convenience of automated coffee deliveries. For illy, they are acquiring the customer at loss and planning to keep the auto-delivery charges running to earn their profit. What is especially brilliant, they are selling other company’s coffee machines in order to get their customers. The machine manufacturers get paid once while illy gets paid every month. Now, lets get to the example at hand, the customer reactivation campaign. 6
If you hadn’t gathered yet, I was their customer receiving monthly espresso pods for about year. To this date, I have more espresso than I could ever consume. I canceled my monthly deliveries because I ran out of cabinet space, more than anything. I am going to breakdown this mail piece and point out the critical components for a successful reactivation campaign. #1: Recognized the Customer as Lost The headline on the envelope is “Rediscover the convenience of illy’s home deliver program.” I can only “rediscover” if I had once discovered, letting me know that they remember I was a customer before. Additional headlines read “Come back to…” reiterating the same point. The letter begins “Because you’ve been a valued illy a casa member…” Most reactivation campaigns consist of the same offer everyone else is receiving except sent to past customers. A big mistake if you are serious about getting previous customers to return. You have to identify them differently, let the reader realize you know exactly who they are.
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Previous customers DO want to be seen differently and can ignore generic offers. Perhaps they think “this offer only applies to new customers, so its not for me.” #2: Make as Strong an Offer as if They were New Often marketers take lost customers for granted. They think to themselves “If they want to come back they will,” and make half-hearted attempts at winning them over. In this example, illy offers two gifts for rejoining 1) Free coffee on the first order and 2) free set of coffee cups. Once again, illy is willing to lose money on this sale in order to acquire the customer. How many companies make money-losing offers to PAST customers. illy understands what each customer is worth, regardless if they are brand new or lost. #3: Eliminate the Risk As with first time buyers, illy assumes all of the risk. Your only commitment is to pay for your second order, then you can cancel. At worst, you are buying one coffee order and getting two, plus the coffee cups. Few customers would ignore this offer since there is no commitment and no risk; that is, if they have cabinet space to keep all of the coffee.
#4: Customized Ordering Experience From how I order to what I order, illy lets me select what works for me. As with most direct mail campaigns, there should be multiple ways to respond. Here there is phone, web, and enclosed order form. Additionally, I can select my free gift cups. If they only offered espresso cups, and I drink coffee – their chance of winning me back is diminished. An improvement I would make to illy’s offer is expand the choices beyond the cups (I already have cups from the first sign-up). Finally, I can customize my order by type of coffee (medium roast, dark roast, decaf) and how its comes (whole bean, ground, capsule, pod). Regardless of my preferences, there is an option for me. Its not a one-size-fits-all offer. If you’ve done a re-activation campaign before, review it based on these four components. If you’ve never done one, then there is no better time than now. Simply use this are your template and you’ve got a ready-tomail lost customer reactivation campaign.
Million Dollar Methods
By: Harvey Mackay
Discover the Value of Your Mind This time of year, we often start contemplating New Year’s resolutions. What’s at the top of the list for many people? Exercising and getting your body in shape. A noble thought, to be sure, but I have an even better idea. How about exercising your mind so you can get the most out of it? Resolve to try something new to keep your brain challenged. Just like doing the same physical exercises over and over again only works a specific part of the body, doing the same mental work repeatedly tends to narrow your focus and limit your potential.
This is a simplified description, and there are many different meditation practices. Check online for coaching in a technique that will help you.
Clearing the clutter and cobwebs out of your mind is not complicated, but it does require some practice for those who are constantly on overdrive. And you all know who you are!
Back at work, learning and remembering new information can grow more difficult with every passing year. Here are some tips to help you stay on top of the knowledge game:
One of my favorite books, “Think and Grow Rich” by Napoleon Hill and Dennis Kimbro, offers wonderfully well-defined advice about caring for your mind: “Assume for a moment that you have in your possession a million dollars in gold. Would you protect it? Would you safeguard this treasure? Would you respect its value? Of course you would. You might even hire bodyguards or install security devices to ensure its safety.
• Focus on concentrating. Distractions are the bane of any learning attempt. If you’re attending a seminar or training session, sit near the instructor and maintain eye contact. Let your focused attention do the job. • Say it out loud. Read aloud the material you’re trying to learn and repeat out loud the facts you want to retain. This way, both your eyes and your ears are delivering information to your brain. • Tame frustration. If you’re getting frustrated over material you’re trying to learn, remind yourself that getting emotional will only hamper your ability to retain information. Step back and take a break.
“In comparison, your mind and self-image are worth far more than one million dollars. They’re priceless! Your mind is the exclusive source of all you will create spiritually, financially, or materially in your life. Your level of joy, happiness, and peace of mind originates from one place – your mind. Now ask yourself, do you protect your mind as carefully as you protect your physical assets?” Beyond the oft-repeated advice to read a novel, take a walk, learn a new language, and so on, there are plenty of other options that address long-term mind exercises. A growing trend among business professionals is meditation. Meditation clears and relaxes your 8
mind, which can have a significant impact on your physical health. And meditation doesn’t require any special equipment or clothing, just an open mind and a quiet environment free of distractions. Get comfortable and clear your mind. Be conscious of only your breathing. Don’t direct your thoughts in any particular direction; let them drift freely. How long you meditate is up to you.
There was once a man who wanted to gain power over his mind. He heard that there was a monk in Tibet who could make this come true for him, and so the man traveled through the Himalayas. When the man finally met the monk, the monk replied casually, “Yes, my friend, attaining supernatural powers is simple. For this you merely need a mantra. Just say “Buddham Sharanam Gachchami, Dhammam Sharanam Gachchami, Sangham Sharanam Gachchami” three times – and whatever you do, do not think of monkeys.”
Million Dollar Methods
This was going to be a cinch, the man thought. He wondered at the direction to not think of monkeys, asking himself, “why would I think of monkeys?” Then he sat down to try this new practice. But as he chanted the first words of the mantra, the first thought that came to his mind was “monkeys!” He tried chanting louder and imposing a more powerful order to not think of monkeys. Still, all he could think of was monkeys. In fact, he found that monkeys now roamed about his consciousness everywhere. The monk, seeing the struggle taking place, smiled and said, “Whenever you try to force your mind to go in one direction, you can be very sure it will always go the other way.” Mackay’s Moral: Nurturing and mastering your mind is anything but monkey business.
Simple Solution to a Complex Problem By: Scott Manning
Today, as with everyday, times tight…pressing deadlines and client work to fulfill, meeting to prepare for and plots to unfold…keeping up with things is not easy! Don’t let people pull your leg. Here’s something you can take to the bank: If SUCCESS Was Easy, Everybody Would Be If Getting & Staying RICH Was Easy, Everybody Would Be If Everybody Else Knew Everything You Know, You’d Be Working For Them The truth is, it ain’t easy being me…running business…getting rich… How about You? Let me reassure you, “It’s A War Out There”! And if you’re not fight for what you want, someone else is. I’ve got a major point I want to bring to you today, quick one, so pay attention... First, when listening to Dan Kennedy interview Gene Simmons before the 2008 Super Conference on an audio CD, Gene talked about a comment he made at a speech at a Business Conference in Hawaii. Saying, calling yourself “Small” Business was doing you an injustice, a disservice, an “if you say it’s so”, it’ll be.
Harvey Mackay is author of the New York Times #1 bestseller “Swim With The Sharks Without Being Eaten Alive.” He can be reached at firstname.lastname@example.org, through his website at www.harveymackay.com or by writing him at MackayMitchell Envelope Company, 2100 Elm St. SE, Minneapolis, MN 55414.
He says, why on earth would anyone want to be “Small” or limit themselves to this. When people generally hear “small business” they are thinking either number of employees or amount of gross revenue. Just get that out of your head…it is SELF LIMITING. So, listen up – If you’re responsible for your own income, or at least a part of it, if you’re looking to grow a business…STOP Limiting yourself, you deserve better. Like Donald Trump’s famous saying, “I you’re going to do something anyway, why not do it BIG!” “If you’re going to think, think BIG!”.
Million Dollar Methods
By: Jim Patton
Ask the Wrong Questions, Get the Wrong Answers I am not sure who dreads interviews more, the job candidate or the interviewer. In this issue I will continue the conversation on hiring and focus on the interview. My experience has been that many poor hiring decisions are because of bad job interviews. First, interviewers do not prepare well. That lack of preparation leads to poorly crafted questions. The result is a bad hiring decision. Last month I talked about creating a competency list. That becomes the source for the interview plan, which is often a different experience for most hiring managers. Typically interview preparation starts with the interviewer examining the candidate’s application and/or resume and developing questions based on what the candidate has listed on those two documents. The result is that no two candidates are asked the same questions and the interviewer spends excessive time preparing for the interview. That is eliminated using the competency model as the basis for an interview. The interviewer creates an interview plan based on the job requirements and uses that plan with every candidate for that job. Only slight modifications are necessary for each interview. The most effective interview is a behavioral interview. The idea that past behavior is the most valid predictor of future behavior is the foundation of behavioral interviewing. Questions are designed to get answers which provide specific examples of what the candidate has done in the past that relate to the competency about which the interview is asking the question. Here is an example of how to phrase a behavioral question. The interviewer wants to find out about the candidate’s competency in decision making ability. An appropriate question would be, “Tell me about a time when you had to make a decision. 10
What did you do to make it and what was the result?” Another good question might be, “What kinds of decisions did you make at your last job, how did you make them and how did they turn out?” These questions are designed to elicit a response from the candidate that fits the model of SBI – Situation, Behavior, Impact. When the candidate tells you those elements, you know exactly what he/she did in making decisions. The key to a good behavioral question is that it is past tense and open-ended. It starts with who, what, where, why or how. Another excellent form is the question disguised as a statement, “tell me about…” Those past tense questions will get past tense answers. If the answer isn’t past tense it’s not behavioral. Remember, the interviewer wants to find out what the candidate did in the past. Repeat the process for each competency. In order to make an effective evaluation of the candidate’s capability in each competency, the interviewer should get three behavioral examples. Next month, I’ll go the next step and talk about the traps interviewers fall into that keep them from getting data to make a sound hiring decision. Jim Patton is the Plant Manager of the Biz Success Factory which exists to “facilitate the fulfillment of dreams.” Jim brings his twelve years of entrepreneurial experience to the table to work with other entrepreneurs to make sure they are developing the skills to move from being employees building someone else’s dream to being business owners building their own dreams. Contact Jim at 317-539-1253 or email@example.com or visit his website at www.bizsuccessfactory.com.
Million Dollar Methods
By: AJ Clingerman
Everything is Marketing Usually you look at the things you mail out or your adwords as being your only form of marketing, but the big lesson this month is that everything is marketing. Every piece of your business that the consumer comes in contact with is marketing. Think about it. Your website is marketing your business If you get on a website that is hard to navigate, does not give you what you want and gives you no reason to stay or leave any information, that’s bad marketing. A good website gives you exactly what you are looking for, is simple to navigate and asks for your contact information right off the bat. In fact, good marketing would offer something in return for that contact information. The phone is marketing your business What if people call your business? Is your phone answered properly? Heck, is it even answered? Most people are not going to leave a message, so if you or your staff miss a call, it is likely you are also missing a sale. Is your staff properly trained to stay in charge of the conversation? A visit is marketing your business Do people come in to your place of business? Are you appealing to all five of their senses? How does the place look? Is it a mess? How does it smell? Do you have something to offer them to drink? Is it a comfortable temperature? Are you playing music that is inappropriate? Seriously, you have to think off all of these things. Every part of it is marketing. Your products are marketing your business
If you send out products, what kind of packaging are they in? Is it something that impresses and that they want to show their friends? Did you send something extra? Did you go above and beyond? Your newsletter is marketing your business Do you send out a newsletter? Do you send it even to people who have raised their hand, but have never actually bought from you? Think about it, staying in front of them, keeping them up to date on your company as well as entertaining them…who do you think they will call first when they are ready to buy? Referrals are marketing your business Do you reward referrals or do you just hope and pray that people will talk about you, your company, your services or your products? Everything is marketing your business You have to do all of it and you have to look at all of it as marketing. It is all marketing because it is either leading a person to the sell or it is driving them away. Think outside the box of what you consider to be marketing. Come up with some other ways that market your business and you will see everything really is marketing. You just have to ask yourself, “How are you driving your customers to the sale instead of driving them to the competitor?” AJ Clingerman, knew she wanted to be an entrepreneur from the time she was 6 years old. Growing up in her aunt’s dance studio and seeing her mom start her own landscaping business showed AJ that being in charge of her own business, income and destiny was the way to go. 2011 winner of GKIC’s International Service Industry Marketer of the Year, AJ knew she was at home as an entrepreneur. Together with her husband James they have since built their martial arts academy into a full empire. They run the largest Brazilian Jiu Jitsu/Mixed Martial Arts Academy in Central Indiana, AJ just published her first book, and has 4 more in the pipeline.
Million Dollar Methods
By: Tim Eversole
3 R’s of Audio & Video Content: Record, Review, Repurpose
At technology advances at light speed (and faster still every day), don’t let that cause you to develop a blind spot in your marketing and your info products. Audio CDs are still an incredibly valuable marketing tool, and point-of-sale product you should be using to capture more of your market. Why? Here are 4 quick reasons. 1. A disc is tangible. Even though most, if not all of us (myself included, I must confess) appreciate the speed & convenience of downloads - which aren’t always as speedy and convenient as we may think – it’s still very comfortable for your audience to actually hold a CD disc in their hands with your program title & photo (make sure it’s a good one) on the front. It’s like an old friend. Your prospect knows immediately what it is and when/where they can listen to it, and he/she is probably headed there right after getting your CD – their car!
Not everyone does everything from their PC/Mac/ mobile device, etc. While most of your market may be online and Digital Audio Products are an absolute must, think about this - there are still quite a few people who prefer to listen to a CD in their car. Not all of us have cars that can play music from an iPod - yet. Plus, having a great looking physical CD/DVD info product with a workbook that you can show and sell at live events lets you take advantage of the captive audience you just wowed! Take advantage of those marketing opportunities – and sales!
2. Perceived Value. Believe it or not, in your prospect’s mind there’s more value attributed to a CD disc than to a download. DVDs sell for more than eBooks, and physical CDs sell for more than downloaded music tracks. There’s a reason. 3. “Real Estate”. You can’t print anything on a download. Most people pay no attention to the album artwork on their iPods – do you? You can and should take advantage of the face of your CD and packaging to tell your prospect about you & your products/services. 4. In the moment. With an Audio CD, you can immediately get your presentation into the hands of those people with whom you personally connect – you don’t have to tell them where to download something & hope they remember and actually go do it. Remember to always think of your audio offerings in terms of your end users – your customers! 12
Tim Eversole Started Modern Media Mfg. in 2005, where he duplicates, prints and packages CDs, DVDs along with Incredibly Cool Flash Drives for professional speakers, national Radio & TV programs like Bob & Tom and Glenn Beck, local, regional & national bands, global corporations and Mom & Pop shops. Tim has been a professional drummer for over 35 years, starting at a local amusement park in High School and he even played at his own Jr. Prom in High School. Tim has even played gigs in most of the US, including Hawaii & St Thomas USVI. Currently, Tim is the worship team band director & drummer at Freedom Church in Lebanon. He’s been in the CD/DVD replication business for over 15 years. You can reach Tim at Modern Media Mfg. www.modernmediamfg. com or 765-482-7126
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Special Contributer By: Suzanne Shafer 7 (Not So) Random Strategies to Create Newsletters People Love to Read You know you should do it. You have heard, “A bad one in the mail is better than a perfect one never sent” or “hard copy is best but digital is better than none.” Perfectionism, fear and bewilderment may have you clinch-jawed, strumming your fingers on the keyboard. What should you say and does anybody care what you say? Sit back, breathe in and use these seven simple strategies to get your newsletter done and in the hands of clients and potential customers. 7. High value tips for safety, saving money, health: If you are in the housing industry, give tips like checking the insulation around exterior wall outlets or about a free utility company service like an energy efficiency evaluation. Perhaps you are a mortician who doesn’t want to see his customers too soon so you include heart healthy recipes in every issue. 6. Industry specific important/explanation of breaking information: Provide insight in layman’s terms. You know what the Whobrokit 7000XLT does, but your customer just wants to know you have the tool and can accurately identify the culprit who broke the Ming China vase with 99.9% accuracy. Take a definitive stand on an issue. If you are in health insurance administration and you think pediatric neurosurgeons make too much money just because they save kids’ lives, and they only have to go to school for 22 years and serve 5000 hours of residency, then shout the virtues of capping doctors salaries and limiting access to care. 5. Funny stories/jokes/cartoons: What attorney worth his exorbitant fees has not told hilarious cheap attorney jokes? Do you doubt real blondes do not ask for explanations of those jokes? Your
content can be industry or interest based, but will reflect your funny bone personality. 4. Interactive activity with participation prize(s): Finding the hidden icon, completing a special code, solving a puzzle or asking for input or an opinion, let readers be winners or give them a prize. The bigger the prize, the more potential for interaction, but people like to play, so ask them to join the fun. 3. Special offers/rewards and recognition for referrals: If it is March and most of your clients go on trips, create a special offer for spring cleaning, air conditioning tune up or winter lawn clean up while they travel. Not only will you keep your cash flow going, you offer the benefit of having someone checking on their homes and things during their absence. Remember, for this to be a true offer, there has to be a deadline for immediate action. Create more value in your newsletter; make the offer only available through it. Want to increase the number of referrals you receive? Highlight how easy it is to share the benefits of your business with a simple testimonial, a captioned picture or an actual copy of a written testimonial. Reward referrals with a show of appreciation commiserate with the value. If you sell million dollar houses, an appropriate sold referral thank you would be a nice gift basket or dinner certificate, not a Red Box coupon. 2. Human interest stories/community highlight: Feature a customer who receives special recognition for a civic contribution or the local people who donate countless hours volunteering to make the community and world a better place. Provide opportunities for customers to become involved in a greater cause. One of my auto body repair clients gathers Christmas gifts for forgotten
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Newsletters People Love to Read continued… senior citizens, has a fund raiser for food pantries and mobilizes relief efforts for disaster victims. Customers look to them for ways to get involved in charitable activities. 1. Insights into the life of principle/leading character: People want to know about you. Your adventures, antics and audacity give readers a view into you as a person. You may be a hero to someone who dreams of owning a business. People may enjoy hearing your funny view on daily life and appreciate how you stand up to city hall or for the underdog. If you want to publish a newsletter but cannot imagine actually doing it or wanting to do it on a regular basis, hire it out. Vendors provide services ranging from just creating a template to writing some articles to creating the entire newsletter, printing and sending it to your mailing list. No matter how you do it and what content it contains, newsletters are proven to be one of the most cost effective, profit-producing means of communicating with your clients and prospects. Don’t let a little perplexity prevent profit explosion. Suzanne Shafer, Chief Success Instigator & managing co-founder of Greater Cincinnati Business Success, founder of Mom and Pop On Top!, and co-owner & co-preneur at Shafer’s Collision Repair Center is a speaker, author, recognized international marketing resource and consultant to small businesses across the country. With over 30 years involvement in all aspects and phases of small business, Suzanne is exceptionally skilled at navigating the unique dynamics of spouses who work together, live together, and participate in a full life together. Because some days showcase realities such as ‘I might have possibly married a brilliant idiot’ and ‘we’re too busy to be broke’, Suzanne’s honed specialty skills in helping small business owners step out of the nightmare and resurrect their dream businesses. Her down-to-earth and humorous approach to business and life is practical, productive and profitable.
12 New Year’s Resolutions For Maximum Profit and Business Growth
1. Raise Your Prices 2. Find more ways to sell 3. Find more things to sell 4. Find more customers to sell to 5. Communicate with everyone (customers, prospects, etc) 6. Learn more skills 7. Do things that make you uncomfortable 8. Try new marketing strategies (each month do something new) 9. Be somebody, Be somewhere, be more specific 10. Influence more people 11. Sell harder, sell more, be more aggressive and in control 12. Look for new opportunities, challenge your beliefs
Million Dollar Methods
Clean Out That Closet, I Mean Contact List By: Barbara Jones
It is important to clean out your contact list from time to time, just like you clean out your closets. Why is it so hard to pare down a contact list? Maybe because losing a significant number of contacts feels like losing a significant portion of the business. Truthfully though, it is a lot more like cleaning out a closet – you will be left with things you like and use. It is time for some tough love with your contact list. Get started by asking a few helpful questions. Who are these people? Some on your list are not good contacts because they have never expressed an interest in your business. This is especially true if they are from a purchased list. The fact that you paid a high price for the list does not mean it was a good list, or well screened. Contacts from a purchased list that you have never interacted with in any way for over a year are probably worthless. Do not linger over the thought of what you paid for the list, it won’t make very old contacts any more responsive. Is it time for a reality check? Maybe you are carrying contacts from the “they should be interested” category. This is a bogus category and every contact in it is suspect. There is a big difference between those who “should” be interested in your product or service and those who are ever likely to buy it. Ask more questions. Do a reality check. Get rid of contacts that don’t pass. Do you still have their permission to market to them?
permission they gave has expired? Because you are most likely to sell successfully to people who want to hear from you and demonstrate that through regular interaction. If you want to know if contacts are still interested, send out a broadcast mailing and offer them some reward for responding. Let go of those who do not respond. Are they where you left them? Finally, some of your contacts are not valid because they have left the company and company email you have for them. They may have retired or even passed away. Maybe they deliberately did not notify you their contact information changed. Mail you send to these people will not be delivered, so what’s the point of keeping them on the list? You can try to find out who replaced them or a valid email or address by calling the company, but be sure the time you spend is worth it or all you end up with is another useless contact. At the end of the day it is just good business practice to operate with a clean, solid list of contacts who welcome your mail. These are people you can sell to. The rest are just debris obstructing the path to achieving your goals. After all the pain and agony of culling your list you’ll be surprised how little you miss them. Barbara Jones is the owner and Chief Strategist at Small Business Automation. She helps established small businesses simplify and automate their sales and marketing processes. She works with entrepreneurs who want to attract more qualified leads, manage their staff better, treat their existing customers better, start feeling in control again, and maybe see their families once in a while. Automation + Strategy = Growth. Find Barb at 317-283-1613 or www.smlbizautomation.com.
Permission to market is generally considered to last about a year for direct mail and about six months for online marketing. Why should you care if the Million Dollar Methods
At the end of the day, after all, why are we here? It’s not to just bring in new customers. It’s not even to make a little bit more money. Really, it’s to go back to the reason, the purpose, the PASSION behind why you became an entrepreneur in the first place. It’s to reawaken the vision and the mission and the drive that you have to do that. You see, every day you and I wake up and we go out into the field to do battle to build our businesses. But the work is in a conspiracy to stop us dead in our tracks. It tries to ruin our goals and destroy our plans. It makes doing business very difficult. That’s why we have a saying that the business owner is the loneliest person on the planet. Any and every entrepreneur knows this. Who is it really that you go out every day and share your big-ass crazy dreams with? You have all these crazy ideas that you drum up in the middle of the night and you want to go out in the world and do them to make a living. There’s nobody that is going to understand how you feel and what you are trying to do and be able to help you, unless they are one of you. Because of Million Dollar Methods, you are very fortunate. You have an opportunity each and every month to be sitting in a room full of like-minded people with their own crazy ideas and dreams. We call them entrepreneurs and we want you to come back each and every month to a meeting where you can get tools and resources to add your success toolbox. That way you will be better equipped to go out and do more things for your business, better and faster. Have entrepreneurial friends that could benefit from Million Dollar Methods Magazine? Send them to: MillionDollarMethods.com/magazine Find Us on Facebook: www.facebook.com/scottmanning