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P I R A N H A

M A R K E T I N G
W O R K B O O K

Joe Polish
Tim Paulson

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Joe Polish and Tim Paulson

Piranha Marketing
The Seven Success Multiplying Factors to
Dominate Any Market You Enter
Workbook

Acknowledgements:
This program is the compilation of a career of learning from the masters who paved the
way for the ultimate success mindset — Napoleon Hill, Earl Nightingale, Peter Drucker —
and the incredible teachers, peers, and clients I've had the opportunity to meet and work
with. There are too many to mention them all, but for this particular program I do want to
acknowledge Gary Halbert and Dan Kennedy for pushing me on the right path in direct
response marketing, and Dan Sullivan for his coaching which elevated my concept of what
is truly possible in this world. Thanks also to marketing and business experts who contributed in some way to this product: Jeff Paul, John Childers, Sy Sperling, Denny Hatch,
Bill Phillips, Chet Rowland, Brian Tracy, Larry Steinmetz, Mark Schneider, Dave Kekich,
Ben Suarez, Jim Wolverton, American Express, and many of my Piranha Members.
Enormous thanks also goes to Tim Paulson for being my partner on this project and being a
valuable asset to my company, to my assistant Eunice Miller for keeping us organized and
on track, and to Lisa Wagner and David Wagner for their creation of the Piranha Marketing
process tools.
Thanks also to everyone who purchases this product and IMPLEMENTS the concepts and
creates success from them. An idea remains an idea until there is action … and my hope is
that you act and create the success that you truly deserve.
– Joe Polish

............................................40 Session Ten: The Margin Magnifier ..........................................................................................9 Session Three: Autopilot Advertising That Delivers Big Money: Recorded Message “Hotlines” ......................................................................................86 Producer: Dave Kuenstle Workbook: Traci Vujicich ....18 Session Five: The Customer Conversion System .................................15 Session Four: Autopilot Advertising That Delivers Big Money: Voice Broadcasting .......................................................................................................................................26 Session Seven: The Happy Client Experience ............................ Lucrative..........................................21 Session Six: The Customer Conversion System (Continued)...................................28 Session Eight: The Champion Creator .....................................................................72 Session Fifteen: The No-Slow Time System .....4 Session Two: How to Avoid the “Blind Archery Trap” .......................................................67 Session Fourteen: The Message Multiplier System: Conducting Teleseminars ..................................................................................................Piranha Marketing The Seven Success Multiplying Factors to Dominate Any Market You Enter Table Of Contents Session One: ELF Marketing: Developing an Easy........62 Session Thirteen: The Testimonial Tidal Wave ...........................................34 Session Nine: The No Maintenance Money Machine: Consumer Awareness Guides ..............................................58 Session Twelve: The Lifetime Value Creator .............................................................................. and Fun Business ......................................83 Session Sixteen: Hot Topics: An Interview with Joe Polish and Tim Paulson .....................................54 Session Eleven: The Margin Magnifier (Continued) ...........................

For each session. www./Nightingale-Conant .3 Piranha Marketing Piranha Marketing Congratulations on your purchase! We want what you’re going to learn from us to be the most valuable moneymaking marketing and sales program and processes that you have heard in a very long time. it’ll make sense to you (and money for you). do the following: • Preview the section of the workbook that goes with the audio session. • Listen to the audio session at least once.joepolishrecommends. Then. But if you have an open mind. Let’s get started. Inc. How to Use This Workbook How can you get the most out of this workbook? By using it in conjunction with the audio program.com ©2004 Piranha Marketing. By taking the time to preview the exercises before you listen to each session. What you’re going to learn may be the complete opposite of what you ever heard before. you are priming your subconscious to listen and absorb the material. if you’re willing to listen and understand what we’re teaching. when you are actually listening to each session you’ll be able to absorb the information faster—and will see faster results. • Complete the exercises in this workbook.

You can have whatever form of financial independence you’d like if you’re willing to take the time to learn how to get it./Nighitngale-conant . It is a great time to have a business. and frustrating existence. Lame. It is available and the people who do it are doing it because they have actually taken the time to learn what needs to be done in order to do it. You might say. and Fun. www. People are making it happen every day. Lucrative. ELFTM is a new concept for a lot of people. everybody has a dream of what financial independence means to him or her. that’s kind of vicious. ELFTM or HALFTM? There are two ways that you can build your business. Inc. If it is lucrative you can make a lot of money. That’s why you see successful people and successful business owners all over the place. annoying. but in most cases it’s usually lame. through marketing. Or you can do what a lot of businesses do. what’s the point? There are ways to actually run a business that are easy. go on vacations to certain places? Whatever it is. and Frustrating. and fun. Lucrative. lame. There’s a lot more to living than going through some sort of a hard.com ©2004 Piranha Marketing.Piranha Marketing 4 ELF MarketingTM: Developing an Easy. They think that in order to be highly successful in business. It just means you’ve got to do everything you can to make your business highly successful. drive the car that you’d like. lucrative. which is to have a HALFTM business: Hard. “How do we make more money? How do we sell our services? How do we do it better?” There is something more important here than just making money. annoying. lucrative. But if you have to struggle. What does financial independence mean to you? Total financial independence? Would that mean you would be able to live in the home of your dreams. It’s doing very well. that it’s got to be hard. Annoying. What does financial independence mean to you? __________________________________________________________________________________________ __________________________________________________________________________________________ The good news is that the dream of financial independence is alive. and frustrating. It’s called financial independence. work two days a week. Occasionally a HALFTM business could be hard. and FunTM Business Session One You may wonder about the title Piranha Marketing. and fun. You can do it through ELFTM: Easy. it’s a great time to be alive. Exercise: Financial Independence Most people pick up this kind of program because they want to make more money. lucrative.joepolishrecommends. if life is hard. because they are willing to take the time to learn how to do it. if you’re not enjoying yourself. Not true! It can be easy. “Piranha Marketing.” You know what? Business is vicious. That doesn’t mean that you make enemies.

The reality is that if you don’t realize you have to sell something you’re never going to make it in business because nothing happens until a sale is made. Sometimes in selling if you don’t have your marketing right. pre-qualified. let me think about it. you’re not going to have a lot of difficulty selling to these people.” Successful people say. and screen people who you want to talk to and get rid of people who you shouldn’t be talking to. A burning desire is absolutely critical. why aren’t you? These people have taken the time to learn how to create financial independence. Individuals who are the most successful in the world are decisive. Five Characteristics of Successful People (Based on Napoleon Hill) Number One: Burning Desire The most successful people in the world have a burning desire to succeed. Number Three: Decisiveness Third. I want to do it and I want to do it now. regardless of the economy. If you’re in business right now there is something it is you have to sell. This program provides what Napoleon Hill would say is the specialized knowledge in making money in an ELFTM business. It will sift./Nightingale-Conant . Regardless of your present situation. regardless of who is the leader of the country. Let me give it a month to consider it. Great marketing makes selling easy and ideally unnecessary. you can make a lot more money in your business and you can do it easily and quickly. eliminate selling face to face. After they’ve gone through the marketing processes. and predisposed to doing business with you.com ©2004 Piranha Marketing. What marketing done right will deliver to you are people who are pre-motivated. They don’t say. in many ways. “Well.5 Piranha Marketing Are there individuals in your industry who are rich? Who are they? Write their names here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Well. Inc. “You know what. They see something. You can actually create processes that will allow you to. they make good choices. And they have taken action.” www. regardless of your past. It’s very important that they make correct decisions.joepolishrecommends. they need to be decisive. pre-interested. Just remember that marketing done right is the quickest path to the sale. Number Two: Specialized Knowledge Individuals who want to have great success in marketing and in business and in making money need to have specialized knowledge in what this program is sharing. sort. you end up spending an enormous amount of time talking to people who really have no interest in what it is you’re selling. if there are people in your industry who are rich.

........... That may not work for me..... That doesn’t quite fit me......................................Piranha Marketing 6 Number Four: Goal Oriented The most successful people in the world are goal oriented.... It will allow you to take whatever value you create in the world and sell it and market it..... and getting paid......................... 2) Specialized Knowledge Rating: _______ Example: ...” The fact is........ you know.................. 5) Mastermind Group Rating: _______ Example: ... www........... There is no relationship between being good and getting paid..................................................... 1) Burning Desire Rating: _______ Example: ........ 3) Decisiveness Rating: _______ Example: ........................... I don’t really like that... Write it down.............. Exercise: Rate Yourself Rate yourself on a scale from 1-10 on the five characteristics of successful people......................................... My clients are different.................................................................... So the five characteristics of successful people are that they have a burning desire......................... or give an example of what you can do to improve............... Give an example of each.............. You might start thinking to yourself.......... Inc. Seek those qualities and you will have an ELFTM type of a business....................... Psychological Barriers to Success As you go through this program...................................................... You can either give an example of how you are doing well in this area. There’s a huge relationship between being good.......................................... are goal oriented................ and they have a mastermind group....................... everything in this program is easy to do and completely ethical......... A goal unwritten is only a wish............................ 4) Goal Oriented Rating: _______ Example: ............com ©2004 Piranha Marketing........ Number Five: The Mastermind Group Napoleon Hill said that the 500 most successful people had one common characteristic: belonging to a mastermind group....... are decisive.................. there may be obstacles that come up in your mind......joepolishrecommends. I’m in a different industry............... “Well.................../Nighitngale-conant ... being a good marketer............ have specialized knowledge.....................................................

It’s something everybody is told.” The Prospect Conveyer BeltTM: autopilot advertising. The Happy Client ExperienceTM: where you create clients out of customers.joepolishrecommends. The Champion CreatorTM: allows you to create champions who refer your business like crazy. Lifetime Value CreatorTM: involves mining for gold in your existing client database. Inc. Cash Flow Surge SystemsTM: or direct-response marketing systems. Entrepreneurs who achieve the greatest level of success are not necessarily the hardest workers. With this you get pre-sold. and everything that’s important to you in order to have success. pre-qualified prospects. Testimonial Tidal WaveTM: different ways to leverage testimonials. The Piranha Marketing Money MapTM: steps to get you out of the “blind archery trap. It’s a lie that’s been perpetuated for generations. The Margin MagnifierTM Systems: to increase your selling price. And with the Piranha Marketing Money MapTM we’re going to show you that you can actually get wealthy by applying these principles in a way where you don’t have to sacrifice your life. The Customer Conversion SystemTM: an automatic idiot-proof customer closing system.7 Piranha Marketing A Sneak Peek Here is a sneak peek at some of what you’ll learn in the rest of this program. they are the smartest workers. Are you a hard worker? Well. The Money Maximizer SystemTM: money creation beyond your core services. you must realize that the adage “If you work hard you’ll make it big” is a lie. then the next question is. are you rich? Are you wealthy? If you’re not wealthy but are working hard. if you are a hard worker. time with your family./Nightingale-Conant . www.com ©2004 Piranha Marketing.

and have ELF MarketingTM. and you will be introduced to concepts and principles that will allow you to have maximum productivity./Nighitngale-conant .Piranha Marketing 8 Most people confuse success with money.joepolishrecommends. maximum leverage. They’re two completely different things. Productivity is maximum results with the least amount of time. Do not confuse activity with accomplishment. Leverage is maximum results with the least amount of effort.com ©2004 Piranha Marketing. As we go through the remainder of this program you’re going to be introduced to the Piranha Marketing Money MapTM to get you out of the Blind Archery TrapTM that most business owners are in. www. Inc. They confuse success with being a hard worker.

It isn’t name recognition. Marketing is what you do to get them there in front of you in the first place. Real Marketing isn’t getting your name out there. pre-motivated. It isn’t building an image. you need to understand that marketing is not the same as selling. This will get you out of the Blind Archery TrapTM. Most business owners run their advertising and their marketing as if they were shooting arrows blindfolded trying to hit money targets. for one.9 Piranha Marketing How to Avoid the “Blind Archery TrapTM” Session Two This session is about the “Business Bull’s-EyeTM” and the steps to get you out of the Blind Archery TrapTM. It is not begging people for referrals. which is face-to-face selling. You don’t need to do that.com ©2004 Piranha Marketing. and ideal prospects will call you. Many people in business have erroneously been taught that marketing and sales are the same thing. Ideally. In order to get out of the Blind Archery TrapTM. predictably and dependably in the right quantity to you. Ideal prospects are pre-interested.” Selling is what you do face to face to get money exchanged for a product or service. You won’t have to go out scouring the earth trying to find them. they’ll be measurable. and most look at their sales stuff and interpret it as their “marketing. You never have to rely on any cold-call selling unless you really want to./Nightingale-Conant . When it comes to selling. the professional. It delivers ideal prospects. they’ll be accountable. that run on autopilot and don’t require active manual labor on your part. What Is Real Marketing NOT? Knowing what not to do is as important as knowing what to do. It is not using unethical and manipulative www. It is not cold prospecting.joepolishrecommends. It isn’t getting your name in front of as many people as you can get your name in front of. Manual Marketing. you want to structure your marketing so that these prospects automatically come to you. If you have marketing systems in place. It is not going to network meetings and social events to meet clients and prospects. and pre-disposed to doing business with you. It isn’t bragging about how excellent you are. they’ll be cost justified. What Is Real Marketing? Real Marketing is a diversified group of systems that automatically deliver ideal prospects. is the most painful way to generate business. pre-motivated. and if they’re implemented properly. pre-qualified and pre-disposed to doing business with you. It is not copying Fortune 100 companies’ inane or funny advertising. Inc. pre-qualified. And you do not want to be running around looking for these prospects. the best prospect to be in front of you is someone who is pre-interested. they’ll be trackable.

........ Exercise: What “Unreal” Marketing Techniques Have You Used? In the following space... Yes  No www...................... It’s not pretending to have a predictable income stream from referrals only.......... not avoid you like you’re some sort of sleazy salesperson who’s trying to talk them into something? All you have to do is change the positioning.... First of all................................... Yes  No Do you know where your best clients come from? ......... It isn’t taking people to lunch........ Yes  No Do you know what your return on investment is for every marketing dollar you spend? ............................... __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Were any of these extremely effective? Probably not............. real marketing is not SELLING.. It’s not winning an award........ Yes  No Do you have trackable marketing systems in place? ...... You have to change the positioning so you’re not going after them....... Yes  No Do you have a marketing system for generating leads? ........ That’s where all your leverage is....................... Inc..... And whenever they come to you..........................Piranha Marketing 10 tactics... It doesn’t matter how nice a person you are.... It is not playing golf... It’s not having letters after your name or a college or professional degree..... It’s not even being very good at what you do..................... None of that matters until someone actually gives you money for it............... nothing happens in business until a sale is made.... write down all of the “unreal” marketing techniques you have used in the past..joepolishrecommends. So how do you actually sell your goods and services? How do you communicate them? How do you deliver them in a way where the experience is enjoyable and people want to do business with you.. Yes  No Do you know how many contacts it takes your company to convert a prospect into a client? ..... The Marketing Progress Report Card Do you know the lifetime value of your existing clients? ......... It’s not having a website.................com ©2004 Piranha Marketing.............. versus you going to them..... It isn’t hoping and praying for clients to call you.... it’s a completely different positioning.... Yes  No Do you know how much it costs to acquire a new customer for your company? ............................................ It is not having a brochure and business card... you actually structure things so they’re coming to you....... And finally.........../Nighitngale-conant ..... Yes  No Do you have a marketing system for prospected client conversion? ................... It doesn’t matter how good your products or services are...................

First.com ©2004 Piranha Marketing./Nightingale-Conant .joepolishrecommends. www. strategic. not in terms of features. including not doing anything at all?” Don’t worry if you can’t answer this question now.” That’s what everybody else is saying. it’s because they haven’t determined anything else that is more unique. is a precise statement of why your company is special. It should answer this question: “Why should I do business with you versus any and all of your competitors. incorporating online and offline combinations?  Yes  No Questions You Need to Ask Yourself: What is currently your biggest marketing challenge? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What is currently your biggest marketing opportunity? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What is currently your biggest marketing strength? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Unique Selling Point Your unique selling point. So you need to talk in terms of benefits.” or “I’ve been in business for 20 years. The benefit is what it does for the person who’s actually using it.11 Piranha Marketing Do you test your marketing strategies to determine which performs best and how to improve them?  Yes  No Is your marketing system a one dimensional or tactical approach or is it a marketing system: multifaceted.” or “Because I’m honest and ethical. that makes you universal. or USP. What Is Your USP Not? The answer to the above question isn’t “I have a great price. Features Versus Benefits A feature is what the product is or what it does. you need to understand how powerful a USP can be. When someone’s main reason as to why customers should do business with them is low price. That doesn’t make you unique. Inc.

you need to talk in terms of the benefits.” It’s essential to have both a strong message and a good match in order to be effective in marketing.joepolishrecommends. but you’ve also got to be communicating it to the right people. the best marketing message in the world. Inc. This is called “message to market match. www.com ©2004 Piranha Marketing. Marketing is what you’re communicating and who you’re communicating that to.Piranha Marketing 12 Exercise: What’s the Benefit? What is the product or service you sell? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What are the features of that product or service? What does it do? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ What are the benefits to your customer? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ If you’re in a business where you offer something that someone else does. You could have the best sales promotion in the world. Message to Market Match The best message in the world is useless if it falls on deaf ears./Nighitngale-conant .

Two: A sales message or a marketing message. It’s an electronic brochure. Three Things You Must Have in Order to Sell Something One: A product or a service. That’s why you want to think about USP identification. what it is that they offer. For example. newspaper ad. advertising doesn’t necessarily mean that you need to run an ad. direct-mail letter. postcard. but nonetheless it is a delivery system. and delivery systems. and any types of coupons or self-mailers are all delivery systems.joepolishrecommends. it could be on a flyer. Three: A delivery system./Nightingale-Conant . what it is that they sell. all you’re doing is delivering to a bunch of people something that may not be as effective as it could be if you spend a little bit of time focusing on what the message is you are trying to communicate. Even a website is a delivery system.13 Piranha Marketing Exercise: Who Is Your Audience? Who is the target audience for your message? Who can reap the benefits of the product or service you offer? Where can you find them? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ These are three crucial things to get out of the Blind Archery TrapTM: USP Identification. Two Types of Advertising In this context. You can either do direct-response advertising. A delivery system is a way to deliver your sales message or marketing message out to prospects and clients about your product or service. www. What is a delivery system? A phone book. telemarketing. it could be on a Consumer Awareness Guide. or you can do what most business schools teach and that’s institutional or image advertising. If you have a lousy sales message. we’ve got a carpet cleaning service or we’ve got a chiropractic business. There are two types of advertising that you can do. The majority of people focus all of their energy on the product or the service. Inc. billboard.com ©2004 Piranha Marketing. Most business owners who we encounter spend lots of money and time delivering a message about their product or service and they put very little thought into developing the message. You don’t have to run an ad in order to still understand the concept of message. let’s go and deliver a message about this to people. It could also be on a business card. Benefits Identification and Message to Market Match.

the chances of them buying from you are much more likely. the more powerful it’s going to be for you. That’s why it’s so crucial that you develop a sales message—so that when you deliver that message to your prospects and clients. insurance companies. isn’t it great? Oh. These three very simple rules to follow are extremely importantbecause this is a numbers game and successful advertising means it creates you more money than it costs. It attempts to tell how great the company is. powerful sales presentation with integrity and ethics that could be delivered so that that prospect or that client would want to buy more. You may love an ad. An ad is going to cost you the same amount of money if you get one call or if you get 1. Image ads give us a false belief that if we look really good.joepolishrecommends. You run it. For most businesses. And the focus of image advertising seems to be “me” advertising./Nighitngale-conant . not a company.com ©2004 Piranha Marketing. if we look nice. they want to feel understood. So the more that you can develop your message. you may think it is the greatest ad you’ve ever done. What this does is it tries to convey a certain image about the company. www. look at me. I’ve been in business for 20 years.Piranha Marketing 14 Image advertising is the kind of advertising that you see from banks. Three: Never fall in love with your ad. Don’t continue running it because you think it’s great because it’s got a picture of your daughter on it. if you actually hired a salesperson to go door to door. it fails. The difference between a one dollar bill and a one hundred dollar bill is the message on the paper. you may have heard our name. then people are somehow going to be compelled to do business with us. here’s our phone number. Remember that. the substance of what it is that you do for the people who are going to buy it from you is crucially important. what would you want that person to do? You’d want that person to give the most compelling. Inc. and most corporate type businesses. their marketing and advertising is nothing more than a blown up version of their business card. Three Important Rules in Advertising One: Never do anything that you can’t directly track its results. Two: Never run an ad a second time that didn’t work the first time. You wouldn’t send a door-to-door salesperson to someone’s home and have them hold up a sign that had your company name and say.000 calls. Now. It attempts to make the prospect feel good about the company. It attempts to say that the company is more trustworthy or honest or kinder than its competition. And they want to feel trust.” The message. This is who we are. I have a pretty logo. It attempts to give the company a look of professionalism. you may think it’s a winner. “Hi. People want to do business with a person. Not very compelling. this is what we do. That’s what you would want to do.

.......................................... Call any time............... It doesn’t matter what your business is................. One: .........../Nightingale-Conant ..........................com ©2004 Piranha Marketing............. You need to do it with turnkey systems that operate like a well-oiled machine......................... Two: 24-hour Free Recorded Message.......................... seven mistakes to avoid when choosing a carpet cleaner........................” This is called a Lead Generation Ad...... Four: ... Inc..... Five: Social Proof and Testimonial Systems..... For example................. And then people would call and they would hear all kinds of wonderful things like how to avoid four carpet cleaning rip-offs.................. Five Elements of Autopilot Advertising One: Lead Generation Ads .......... The key to this exercise is to refer back to the previous exercise where you wrote down the benefits of your product or service............. six costly misconceptions about carpet cleaning............................................... “Warning: Don’t call any carpet cleaner until you listen to this 24-hour Free Recorded Message............................................................. Be specific and come up with numbers like “Five ways to…” My Business is: ............... Lead Generation Ad and 24-hour Free Recorded Messages A 24-hour recorded message allows you to educate people robotically about why they should do business with you..................... Once you have a system like that in place it will work nonstop and will continue to develop momentum that will allow you to actually sell what it is you do without any form of manual labor............................................................................................................. or the difference between value and price............................................................. Exercise: Call Me! In this exercise you’re going to come up with five things that you can put in your ad that would get people to call your 24-hour Free Recorded Message......... seven questions to ask a carpet cleaner before you invite them into your home........ Two: ................. 24-hours a day................ you can just change the terminology so it fits what it is you do.......................................... www.. Three: .................. Five: ................................................................... Three: Consumer Awareness Guides Four: 100% Money-Back Guarantees.....................................................................................15 Piranha Marketing Autopilot Advertising That Delivers Big Money: Recorded Message “Hotlines” Session Three A smart business owner realizes that you’ve got to leverage your time........... you could have a print ad that says......................................joepolishrecommends....................

When the message is RECORDED people are more apt to believe the credibility of the message because it is out there in a recorded format for everyone to access. 24 hours a day. Another advantage to allowing people to call any time. and they don’t have to say “No. No one is calling them. people are more apt to believe what is being said. sales letters. or pressuring them in any way. A Free Recorded Message is a salesperson who can deliver a powerful. give them a response mechanism that will get the interested high-value prospects to call and hear a message with more power than anything you could cram into a small space ad. When you're talking on the phone to somebody. www. “How long should my message be?” Some think that people are busy so they’re only going to listen for a minute. so knowing that they will be calling a 24-hour Free Recorded Message. you don’t know if what he or she is saying to you is the truth or not. Most people have one-step ads where people just read the ad. That is erroneous thinking. doesn’t get paid a commission. so I’ve got to make it really quick.joepolishrecommends. your website… Don’t waste your time making a one-step ad. Consumers are more receptive to believe your message as the truth if you actually record it versus if you say it live. Think about that. You can stop wasting money on useless advertising or big ad space. you don't know if what he or she is saying to you is the truth or not . compelling message 24 hours a day./Nighitngale-conant . How Long Should Your Message Be? Sometimes people ask. 7 days a week. they’re either interesting or uninteresting. many of them motivated. The same principle applies to all forms of your message: business cards. but you don’t even have to physically be there. Another advantage to allowing people to call anytime. and not talking to any live salesperson lowers the barrier for them to make that call. is that it’s very nonthreatening. but it’ll also save you enormous amounts of time. 24 hours a day. Things are not long or short. is that this is very nonthreatening to prospects. or they just include their logo and leave a lot of white space. Inc. always shows up to work on time. But.” When you’re talking on the phone to somebody. Not only is the message perceived differently than if you said it live. and it costs pennies in order to do this effectively. One of the greatest ways to put a lot of message out there but to not pay for space is to utilize a small space in an ad to mention a Free Recorded Message and let the recorded message deliver all that information. when you are saying the same thing to somebody over a recorded message versus live on the phone. The advertiser tries to put as much as they can in the ad. Maximize your message with the 24-hour Free Recorded Message. never complains about a headache. They won't have any person on the line selling them.or whether they are telling you an untruth to get you to buy. Consumers have a certain level of phone call fear and a 24-hour Free Recorded Message is very nonthreatening.Piranha Marketing 16 Not only is the 24-hour Free Recorded Message a great marketing strategy. You can zero in on thousands of prospects. You can eliminate cold calling. Consumers have a certain level of phone call fear.com ©2004 Piranha Marketing.

the caller will be prompted to do a variety of things. but whatever you do. Also. It’s totally automatic so you don’t have to track anything. However. or they can press another number to have a fax sent to them. If you’re in a business where you’re trying to generate hundreds or thousands of leads and you don’t want to have to listen to all the messages. don’t say more than 100 words because after someone hears 100 words their brain shuts off and they don’t listen anymore. They can choose the following: they can press a specific number to directly connect to your business. if you actually have useful information. it is so lucrative and it’s absolutely fun to be able to integrate this type of marketing into any business. with no one ever getting a busy signal. There are services out there that will do all the transcription for you and simply email it to you.17 Piranha Marketing If you want to have a lot of information. They will give you a toll-free number. The point is. They have complete call reports. You can also get a more sophisticated system. “We’d like you to go out and make sales. After listening to the message. Now Let’s Just Walk Through the Process Here: A prospect sees your ad and they call your toll-free automatic hotline. The reason for going with one of the more sophisticated systems is that not only can you have 50 to 100 people call your recorded message at one time. Inc. they may hang up and call you directly. have someone transcribe them. they can press another number to leave a message. It’s very. because you can have a variety of different extensions. it needs to be interesting. if someone listens to a five minute recorded message and that convinces them to trust you. It is so easy./Nightingale-Conant . You can determine at what point people are hanging up. they can press another number to enter a new extension. You would never say to a salesperson. very simple. and it delivers the callers a “perfect” pitch 24 hours a day. but you can also track how long the average listener is on the line. You can actually use a different extension in different ads so that you can track to see which ad is actually generating the phone calls. they can press another number to repeat what they’ve heard.” People put those restrictions on their advertising because they think that their advertising should be uncluttered and that it should have a lot of white space and that logos should look pretty. you can see the specific phone numbers of the individuals who have called your recorded message and you can actually retrieve their phone numbers.joepolishrecommends. and it just makes the whole thing ELFTM. and they will teach you how to do this. www. The technology is absolutely phenomenal and it frees you up from handling a ton of calls saying exactly the same thing over and over again. people will listen to it. How Do I Get a Recorded Message Line? You can get a recorded message by getting a voice mailbox with your local phone company. whether they left a message or not.com ©2004 Piranha Marketing. You can find out what it is in your recorded message that’s really effective. You can’t bore people into buying anything.

When you use a voice broadcast message. It’s very similar in a lot of ways to a Free Recorded Message. you take the recorded message and you go out to them. it’s very important to make a distinction between Voice Broadcasting and auto dialers. These are the kinds of calls you get during dinnertime! This program is not suggesting that you use anything in any way that’s intrusive. Instead of people calling a Free Recorded Message. This is very easy. You only want to send out a voice broadcast to people who have already done business with you in a certain period of time. during the broadcast.Piranha Marketing 18 Autopilot Advertising That Delivers Big Money: Voice Broadcasting Session Four This session talks about something called Voice Broadcasting. There are services that actually do this and it’s very inexpensive. Imagine reaching more current and prospective clients in one hour with one phone call than you could contact in one year with the telephone glued to your ear. And you’re going to have to check with certain telemarketing laws and certain laws in your area that may affect whether or not you can even use this type of technique on people who are not existing clients. or that people are going to be offended or annoyed by.” and hang up. you record a message and it is automatically sent out to 10 or 10.com ©2004 Piranha Marketing. “Sorry. If someone has purchased from you or requested information from you currently at the time of this recording. When you drive someone to a recorded message or you give them information. If. this is not only an effective means of marketing but it’s also the most ethical. within like an 18 month period. If people don’t want to hear you they can hang up.joepolishrecommends. it’s totally fine to actually do the voice broadcast. Inc. you create a broadcast list (people who you’re going to actually send the message to)./Nighitngale-conant . you’re never putting anyone in a situation where they’re feeling manipulated or they’re feeling like someone’s talking them into something and they can’t escape.000 people as a message on their answering machine or their voice mail. and then you schedule that broadcast message to go out. That’s the great thing about using this. You record a message. But laws on this could change at any time. if you stick with just people who have already done business with you. www. the voice broadcast will say. You push it out to them. then you’re never going to have to worry about whether you’re using it in the right way or the wrong way. However. the phone is answered by a live person. Voice Broadcasting is not to be used on people with whom you don’t have a relationship or with people who are not endorsed. If you do this the way that it is taught in this program. wrong number. The point is. Auto dialers are where there’s a computer that actually automatically calls people and sends out a message.

............. or let them know you’re having a discount. throwing punches that don’t have any impact whatsoever.. did you spend countless hours stuffing envelopes for a direct-mail campaign? Maybe you hired a fancy web designer...... This is such a massive time saver and you can get a message out to everyone...... It’s just a great way to communicate with your clients.. Money: . you can say Happy Birthday to your clients............................... So many people waste time....../Nightingale-Conant ........ money.............. Inc......... or energy? For example...................... you can spend money.... it is fun.......... Free Recorded Messages........... it will increase the response significantly because then people are looking for that letter Three Things You Can Spend There are only three things that you can spend................ You can simply call people and let them know that you have something that you’d like to send out for free or tell them about a new product or service you’d like to let them try................................................ What things have you tried that were not ELFTM? Time: ... Now here’s one thing to keep in mind......................... This program gives you strategies and ELFTM concepts that can have an enormous amount of impact and allow you to have contact with your clients without having to do it face to face..................... Energy: . and other technology.. Those are the three things that you’ve got to work with in order to build your business........19 Piranha Marketing By using this technique.......... waste money...... Or perhaps you’re having a slow season and you’re going to give them some sort of special offer because you have open space available or excess inventory or whatever... waste energy doing a lot of manual marketing................... www.... or you can spend energy.............joepolishrecommends.............. Statistics show that when you send a message in advance that tells customers that you’ll be sending some letter with a special offer.... You have to be less than a minute because otherwise it might cut you off.......................... it is lucrative...com ©2004 Piranha Marketing..... A lot of answering machines and voice mail only record up to a minute.............. Exercise: Wasted Time What marketing strategies have you used that were a waste of time.................... So here’s an opportunity for you to be short....... They are very good teachers and it is easy........... The companies that do this will walk you through it................................. You can use it for certain specials that are seasonal................. You can spend time.... It’s important to note that an individual does not need to be computer savvy to take advantage of Voice Broadcasting...

identify 20 events.com ©2004 Piranha Marketing. or reasons you might have to use Voice Broadcasting in your particular business.joepolishrecommends.Piranha Marketing 20 Exercise: What Can You Use Voice Broadcasting For? Now it’s time to brainstorm. occasions. Inc. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. In the following spaces./Nighitngale-conant .

and screen the prospects for you and save you an enormous amount of wasted time. Educationbased marketing will sift. and that work extremely well.21 Piranha Marketing The Customer Conversion SystemTM Session Five The Customer Conversion SystemTM includes all the things that you can do that are automatic. Inc. idiot-proof. sort.com ©2004 Piranha Marketing./Nightingale-Conant . Education-Based Marketing Most businesses don’t educate people.joepolishrecommends. www. Education-based marketing will deliver to you a constant stream of prospects who are pre-qualified and predisposed to do business with you. they buy from you because they feel understood. People don’t buy from you because they understand what you do.

Education-based marketing is not only an effective way to generate business. With Piranha Marketing systems. offer an audit instead. annoying pest. Sales letters bring them over. Now when you or your staff ends up having a conversation with these prospects you've been “educating” they will be much easier to sell because you have already given them valuable information and you are seen as an “expert” rather than as a “salesman. it sifts. www. To add value to what you do. Multi-sequenced contacts (mailings or emails) brings a prospect that much closer to becoming a client. This allows your clients to understand why you charge what you charge.Piranha Marketing 22 The Piranha Selling Model is where you start with prospects who generally consider you a cold. Then advertising brings the prospects into the funnel and up the hill. Multisequenced mailings nudge them along. You ask questions about all kinds of things that will be useful in order to understand the conditions that exist with this person who you’re trying to help. It educates them. Free Recorded Messages bring them up higher. not as selling. You build in value./Nighitngale-conant . You start as a cold. Don’t push. sorts. especially service ones. annoying pest. Phone calls made to people in this position are the easiest sales to make. it completely changes the paradigm of how a consumer will perceive you. again. but it will also save you from wasting a lot of time with people who are not your ideal prospects. Inc. you actually start talking to the people after they’ve seen an ad and after they’ve called a Free Recorded Message. Always pull.com ©2004 Piranha Marketing. so to speak. and why that may be more than what your competitors are charging. Repetition with prospects who are requesting information is seen as educating. and screens the tire kickers and the people with whom you wouldn’t want to do business and brings the people who ideally do fit your prospects that much closer. instead of saying.joepolishrecommends.” you capture information about the client. “This is what we will do for you and for what price. With the system prospects can leave a name and contact information on a Free Recorded Message requesting a Free Report (or Consumer Awareness Guide) from you. but you end up as a welcomed guest. Don’t push a string up hill.” Audits Versus Estimates Most businesses. With an audit. Instead of focusing on price. is ELFTM. offer estimates. And that. You are educating your clients. When you do audits versus an estimate. Or you can drive them to a website for more information. you are doing something completely different than everyone else is doing.

..................................... or do you do it yourself? On a scale from 1-10....... ask deeper questions about their transportation needs...... Sometimes you may be identical to your competition.... Come up with five questions for your particular business: One: ............................com ©2004 Piranha Marketing............... Now it’s your turn............ Here is a sample: You are a car dealer.................................... you need to establish and position yourself so people know the differences between you and everyone else because if everything appears equal................... However.... instead of asking what kind of car they are looking for.... Make it so darn easy for people to see the value that you deliver that they automatically want to do business with you.............. but you are also trying to inform them of something..... If you want to be out of the commodity business and not sell yourself based on price.................. they’re not going to get the business........................................................................................ Inc...... Ask questions like: How many people are in your family? Do you live far from school or work? How many vacations do you take a year? Do you have young children or teenagers? Where do you keep your car? On the street or in a garage? Do you usually take your car to get serviced................................... Three: . Remember to “go deep................joepolishrecommends................. An audit allows you to communicate and present yourself in a way in which people absolutely see the difference between you and the competition.... Five: ............./Nightingale-Conant .... When a prospective customer comes in.. if they’re not communicating that to prospects and clients............ it will immediately increase the perceived value of what you are offering......... as well as services them.................................................................................................................... how well does your current vehicle fit your self-image? These kinds of questions go deeper and allow you to educate your customer as to what type of vehicle owner they are........ www............................... they’re going to make a decision based on price.......... Once you start using these marketing strategies you will notice your average sale going up.... You have a lot that sells both new and used vehicles............... but about the underlying problem you are solving.............................................. Sometimes your competition may even be better than you are...............” You’re not only trying to identify their needs in one particular selling situation................. That’s what you want to accomplish by having these automatic idiot-proof customer closing systems...........................23 Piranha Marketing Exercise: Audit This In this exercise you’ll come up with some questions you can ask prospective customers to use in an audit... Four: ... Don’t make your audit based on the commodity you are selling.. Your job is to communicate this effectiveness and to wow them............ A lot of services are just the commodities................ It will immediately increase the conversion rate of what you are doing.............................................. Two: ..........

a picture is worth a thousand words.joepolishrecommends. if you’re going to offer me a free financial audit or whatever. The second worst offer that a businessperson can make is price. It works fantastically well. the product that I offer. No matter what your service is. certificates.Piranha Marketing 24 Presentations Let’s talk next about presentation sales books or Power Point presentations via websites.com ©2004 Piranha Marketing.” It’s your job to actually build the value in their minds and educate them as to why you’re giving it for free. Inc. Whenever you give something away for free it creates reciprocity. www. If I don’t build that value. Even though the customer may already want one particular service. A sales book is a three-ring binder containing photos. It’s not just “give something away for free and all of the sudden people are going to start paying you money. there are parts of it that you can give away for free. After all. These types of things are critically important. The best way to do that is to just be totally honest. You can put that on a website. I’m going to be out of business very quickly because I’m giving away a bunch of inventory that no one’s going to want additional services for. You can actually drive potential customers to a website and have them watch a five or ten minute presentation or a video about your services so that by the time you show up a lot of the selling’s already been accomplished. look for opportunities outside of your industry to borrow from. which you don’t need to. If you don’t want to get computer savvy. and as you’re doing it you also need to build in value. You give things away to people who are interested and you let them try your services. The sales book is then utilized in your presentation./Nighitngale-conant . or don’t have good products. you can use a presentation to get them interested in buying other things you have to offer. or anything that builds value for what it is that you do. A lot of businesspeople don’t have a marketing message and they rely on what they think is the biggest determination in selling something: price. People want to do business with you and buy additional things from you. The bottom line is that if you like the level of service that I do. if you’re going to offer me free hair replacement. if I do lousy work. you’re going to buy more. Free Offers The worst offer that a businessperson can make is no offer at all. you can do all this through a sales book. If you’re going to give me a free room of carpet. When you do Power Point presentations you don’t have to rely on a really sharp salesperson to do all the education because you can automate it. just like you can automate a Free Recorded Message line. That’s what separates you from everybody else doing business in your category. it lowers the barrier to the point where I can come in and take advantage of that. To get ideas.

These same people may say “I'm not going to give ANYTHING away for free” yet they are throwing away money every month with ads that may not be bringing them any business at all. If you’re really as good as you say you are. If you don’t make at least $300 worth of sales.000 a month on a yellow pages ad and many of them will not think twice about whether or not that investment is paying off for them. You go in there and you do a wonderful performance. And if you understand what that client is actually worth to you. The fact is unless supply and demand is on your side. you wow them. whether it is through an ad or by providing some service or product for free to get them to learn more about you. then you just paid $300 for nothing. You educate them. business is not going to fall out of thin air. Exercise: Give It Away In this exercise.joepolishrecommends. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. You’re going to have to pay for it with time. it totally makes sense. Now some people will go out and spend $1. If you do that right you’re not going to be giving away anything for free because they will be responding to the value you have shared with them by trusting you and buying from you. Inc. put your butt on the line and offer some of the services for free and couple it in with educating them about why they should do business with you and get more. money. or energy.25 Piranha Marketing The best way to sell is don’t sell./Nightingale-Conant . You’re going to have to pay for these clients and these customers somehow. Let’s say you’re running a particular ad and it costs you $300 to put out a coupon mailer. You might as well do it using a “free” strategy that eliminates all risk of them doing business with you. Every business has to “buy” a client somehow. We live in a capitalistic society. If you wow the client they naturally want more.com ©2004 Piranha Marketing. brainstorm some ideas of services that you can give away for free that would create an educational “experience” that will lead to a larger sale.

So. You’re interested in delivering value to your clients. then it becomes ELFTM for you. You have the liability of the guarantee but you’re not getting any value out of it because you’re not advertising it and promoting it. Don’t just advertise a guarantee because it’s an effective way to take away risk…do it because that’s the right thing to do. Why would you want to sell something that you can’t guarantee? You want to be interested in relationships./Nighitngale-conant . Competency starts with guaranteeing your work. www. this is what some call “risk reversal. When an individual sees that you are assuming the risk. would you have given their money back? Most business owners would absolutely give the money back. You’re interested in people doing business with you over and over again.” If you actually had a client who purchased something from you and they were dissatisfied for some reason. Guarantees are powerful persuaders and a strong statement to your market. Inc. lucrative. If you make it easy.” It removes obstacles for them to do business with you when they know if anything goes wrong they will get their money back. and fun for people to do business with you. that you are not asking them to assume it. most business owners have a guarantee. not transactions.joepolishrecommends. The amount of business you generate because of a powerful guarantee will far outweigh the number of people who will try to take advantage of you.com ©2004 Piranha Marketing. Some industries place certain restrictions on what you can guarantee … but if you do not have those restrictions you need to stand behind what you do by offering a guarantee. even if it isn’t explicit. would you give them their money back? If you really felt that you didn’t deliver as well as you could. Competency begins with guaranteeing your work or product.Piranha Marketing 26 The Customer Conversion System (Continued) Session Six The Complete Money-Back Guarantee If you have a guarantee but don’t promote it. you’ve got the liability of a guarantee but no value out of it.

Don’t Put a lot of conditions on your guarantee.27 Piranha Marketing Do’s and Don’ts of the Guarantee Do Test different variations of your guarantee.” Just try that and see if your conversions don’t go up. test it out! For the next ten prospective customers. even if you provided excellent service./Nightingale-Conant . Exercise: Like It or It’s Free In this exercise. you’re going to develop and test out your Money-Back Guarantee. that’s fine. It allows you to get more of that value that you offer to the world out there. Don’t guarantee things that just don’t make any sense to guarantee. Some people are just like that. acquiring them as a client is crucially important. The most expensive cost that you’re going to have when it comes to generating business is that first acquisition of a client. and that’s how it becomes a win/win situation for everybody. it’s rarely in the beginning of the relationship. In many cases you’ll spend more money on advertising and trying to sell them than by using a very risk-free way of them to do business with you.com ©2004 Piranha Marketing. It will cost you less if you give away some of your products or services for free as a trial. But the new business you’ll generate will far outweigh any money that you have to give back. www. tell them. Just test it. Inc. however. My Money-Back Guarantee: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Now. There are times in your business when you don’t want to offer particular guarantees. Some people will ask for their money back. Test how you communicate it. When people don’t have any idea of what it is you do and how much better you are than the competition. If you need to tweak the guarantee or if you need to try different variations.joepolishrecommends. “If you’re unhappy with it for whatever reason we’ll give you your money back. see if it doesn’t make it a lot easier for them to do business with you. The point is to remove the hurdles and you’ll get a lot more people wanting to do business with you. When all else is the same. he who has the strongest guarantee wins.

You can either be in the transaction business where you just sell things to people.joepolishrecommends. The key to success in any business is to deliver more than your clients expect from companies in your industry .to set yourself completely apart from all of your competition. 15% of them got less than they expected from their experience. www. What does it mean to create clients out of customers? The term customer implies somebody who buys something from you. and only 5% got more than they expected./Nighitngale-conant . 80% got exactly what they expected. or you can be in the relationship business where you actually develop an ongoing. There are two types of ways that you can run a business. nurtured relationship that leads to additional sales and referrals.Piranha Marketing 28 The Happy Client ExperienceTM Session Seven The Happy Client ExperienceTM is a process of creating clients out of customers. whereas the term client implies somebody with whom you have a relationship. How do you actually create a Happy Client ExperienceTM that leads to more purchases and referrals? The Happy Client ExperienceTM In a general review of consumer reaction to businesses.com ©2004 Piranha Marketing. Inc.

you’re going to brainstorm some ways you can “wow” your clients.joepolishrecommends. what you’re really doing is you’re managing expectations of your particular clients. Whenever you can create that type of experience you can guarantee that they’ll probably do business with you again and that they will tell other people about you. a little telephone call. You can’t 100% control loyalty. The synergistic value of good marketing and good experiences with your clients just makes you that much more powerful. sometimes it’s the delivery of the service. There are three types of experiences they can have with you. What you can control is your frequency of contact and communication with the client. then you need to make sure that when someone’s done doing business with you they have a smile on their face. So if you combine marketing along with the delivery of the service and “wow” the client. They actually believe and feel that they got more than they expected to get./Nightingale-Conant . or they can be loyal. a little letter will make a world of difference in terms of turning a client into a raving fan. www.29 Piranha Marketing When it comes to delivering a service or a product. They can either be unhappy. If you want to get additional business and referrals. So you have to manage clients’ expectations. It’s amazing how a little contact. if you’re not having a lot of repeat business. Exercise: The “Wow” Factor In this exercise. Inc. they can be satisfied. a little email. You’re never going to get any additional sales from someone (nor any referrals) if what you delivered to the client was either exactly what they expected or less than what they expected. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ All of these are little things you can do that cost very little but have such a big impact.com ©2004 Piranha Marketing. you really create a Happy Client ExperienceTM. Sometimes people are loyal to whatever product or service happens to be available to them right there at the time that they actually need it. then sometimes it’s not the marketing. What are some things you can do so that your client feels that he or she got more than they expected? Would a thank-you note or a follow-up call do it? Write your ideas here. If you’re not getting referrals.

or you didn’t ask to have something exchanged. in most cases it’s because you felt the service or the product was so poor. Inc.” What to Do with Angry Clients If you ever have an angry client. and sometimes it’s just apologizing with a promise to do a better job next time. If you have ever had an experience where you’ve done business with a company and you were not happy with the level of service that was provided. but they came right out and they fixed it. Soliciting “Complaints” Since so many customers will just walk away if they are dissatisfied. In all of these cases. Whenever you can reverse an unhappy client. but look at the lesson: how can I correct the problem. So a simple call the very next day is critically important. I highly recommend this company. they simply will never use your business again. Not only will they be a loyal client for a long time. If you don’t know about their dissatisfaction. It’s a compliment! The person believes you can solve the problem. “You know what. Reward that belief by correcting the problem if you’re capable of doing so. you turn lemons into lemonade. that you felt it was useless to waste any of your time because you knew nothing was going to happen anyway./Nighitngale-conant . don’t look at it as insulting. Otherwise. Sometimes it’s redoing the job. Sometimes it’s giving them their money back. I had this company come by and they performed this service. they will never say anything. Sometimes a gift is just listening to them. or the company was so disinterested in doing something about it. You can get a testimonial from a client that says.com ©2004 Piranha Marketing. sometimes it’s doing a replacement. I think that this company is fantastic. but they will also tell other people about it.” Sometimes there’s a great testimonial in a problem.joepolishrecommends. So when someone actually takes the time to complain about something. you should not look at it as a negative experience. Look at all of those as lessons. I wasn’t all that happy but they called the very next day and came out and took care of it. “I wasn’t overly thrilled with the work that was done. and you didn’t ask for your money back or you didn’t ask them to redo something. one of the best things to do to make them not angry anymore is to give them a gift. it’s a good idea to follow up with your customers to find out if they are satisfied. you want to know about it. If they’re dissatisfied in any way. how can I always strive to have a Happy Client ExperienceTM? www. Sometimes it’s giving them something else to sweeten the deal.Piranha Marketing 30 What to Do with Complaints If you do have a situation where a customer or a client complains. think about it this way: if a customer or client takes the time to complain. then that customer thinks you are capable of doing something about it. and now everything’s awesome. they’ll just go away.

“Why do you do business with us? What is it that you want? What are the frustrations that you have with the business like this?” This way you can make sure that what you are giving them is what they actually want and need. Either your product isn’t really valuable and your customers know it. If you’re not willing to do the things to go deep in the relationship. Sometimes that means you raise your prices in order to deliver the type of service that will meet that expectation. You should really think about all of these and how they apply to your business. or your product really is valuable. Ask them. but you’re not presenting it properly through your marketing. then you need to raise your prices.com ©2004 Piranha Marketing. then you’re not going to have a loyal relationship with your customers. education. Free Recorded Messages. The fourth mistake is that the perceived value of your product or service is too low./Nightingale-Conant . and we don’t even receive a thank you? www. It doesn’t matter what you think your clients want. This could completely alter the perception of the client. The third mistake is not giving them more than they expect. They aren’t high priced consultants. that’s the only thing—that’s their reality.31 Piranha Marketing Mistakes to Avoid This section will go over some common mistakes to avoid in order to make sure you have a Happy Client ExperienceTM. they’re your own customers. one of the mistakes people make is that they actually think they know what their clients want. make sure that you do what is necessary to exceed it. the only thing that matters is what they actually want. And I’m going to talk about that in just a moment. Inc. Sometimes it’s a really nice thank you after the job. If the perceived value is too low it doesn’t matter if you have a great valuable product. if the perception isn’t there. If you’re not charging enough money for your services to allow you to deliver a Happy Client ExperienceTM. promotions. The first mistake is selling what you think your clients want or need. Sometimes it’s something as simple as a carpet cleaning company wearing surgical booties. or your audits. When it comes to selling and marketing your services. How do you find out what your clients actually want? Ask them! Your clients are some of the best consultants you could ever have for your business. How many times do we buy something. Find out what the expectation level is. or any thank you whatsoever. The second mistake is not having a loyal relationship. Send them a letter. do business with anyone. What is the bare minimum you need to do to meet your customers’ expectations so they’re satisfied? Once you find that out. The fifth mistake is not giving your customers an awesome experience.joepolishrecommends.

Level three is making your customer a champion. but you don’t do any follow up to bring any business from that person again. So many companies do business with someone and then leave it up to them.Piranha Marketing 32 Going Shallow versus Going Deep The next section is about going shallow and going deep in a client relationship. That is when you have a deep relationship with a client. there are no thank you’s that are sent out. There isn’t a newsletter that’s sent out. you have maximum lifetime value (MLV). when you start having client appreciation programs and ongoing maintenance programs so you’re no longer selling one-time sales. Now if you want to go deeper into developing a loyal relationship and take you to a relationship stage that we refer to as client. You’ll make special offers to people who have done business with you. Level one is the customer. you just aren’t doing them really deep. www. that’s a transaction. you can use a Free Recorded Message and even use guides. What happens at that stage. You can add chains to the activities that you’re doing that could really allow you to go deep. This will generate repeat business. just merely by staying in contact. at level one you can use lead-generation ads. you’re actually selling a continuity relationship. When you develop that. you can still incorporate some of the things we’ve talked about. you’re not doing all the follow ups. For instance. You do this through personalized marketing techniques. Inc. You can be a one-stop shop. that’s when you’ll start utilizing client newsletters through the mail and through email.joepolishrecommends. That’s where your company’s gold mine is and that’s how to really maximize a Happy Client ExperienceTM. That is level one. You convert a process into a customer.com ©2004 Piranha Marketing. You’ll have reminder cards if your business is anything where you remind people to come back and do business with you./Nighitngale-conant . Through your client newsletter you generate more business from this client each year. When you create a relationship with the client it will generate consistent business. which are explained in a later session. If you have a referral reward system in place this will flood your company with new clients on an ongoing basis.

Inc.33 Piranha Marketing Exercise: Go Deep What are several things that you can do to deepen your relationship with your existing customers? Level One: The Transaction __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Level Two: Convert a Process into a Customer __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Level Three: Create a Champion __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www./Nightingale-Conant .com ©2004 Piranha Marketing.joepolishrecommends.

In terms of testimonial requests and even referral requests. they absolutely help guarantee your success. When you ask your clients to refer others to you. the best time to get a testimonial. Champions are your unpaid salesforce! By the way. Champions are your unpaid sales force. What you’re going to learn is how to create champions who refer your business like crazy. right when they tell you how great a job you’ve done. Show up on time. The riches are in mining your own client base.” That is the time to actually capture the feeling in the form of a testimonial and ask them to give you referrals. do what you say you were going to do. it’s amazing how when asking for something you can get it. the effect on your business growth and success will be astronomical. I’m at the highest level of satisfaction. “I love this. the more ELFTM your business is. give repeat business. when you ask your clients to give you a testimonial. finish what you start. www. That’s when they have that euphoric gas in their head that says. or when you ask your clients to engage in repeat business. ask them for testimonials. You need to get champions to create testimonials. In discussing champions there are three different areas. You will have a better chance of getting a referral or getting a testimonial right after performing a service where the client is totally happy. There’s a lot of reciprocity.com ©2004 Piranha Marketing. the best way to get them is to simply ask for them. Right when they tell you how wonderful your product or service is. ask them for repeat business. the best time to ask for a referral or testimonial is right when your client has told you how happy they are with your work. So when you actually do a great job for them. The more champions you have. they thank you and that is the time to ask—ask them for referrals. say please and thank you. You actually structure and systemize this. and generate referrals. They become a client. is right when they’ve purchased from you./Nighitngale-conant . The gold is in your existing clients.joepolishrecommends.Piranha Marketing 34 The Champion CreatorTM Session Eight The trademark process we’re going to share with you in this session is the Champion CreatorTM. The best time to get a referral. with an emphasis on referrals. You don’t leave it up to chance. Inc. If you can nurture your clientele to create Champions.

• Explain your client reward system. • Another short paragraph stating that if you are thrilled with the service.joepolishrecommends. etc. www. Inc. • The phone number to call if they are not thrilled. There are all kinds of ways to reward people. It can be given out to the technician and is applicable to any service business. This form is a single piece of paper that doesn’t even need to be used by the business owner. • A short note thanking the client for choosing you.). etc.) and explain that the referral will get the same value. and telling them that you hope they are thrilled with the service. it’s applicable to retail businesses. There are three systems to create a “by referral only business. Referral Reward Systems A referral reward system is one where you reward someone for giving you a referral that turns into a customer./Nightingale-Conant . The form contains the following information: • Client’s name. friend. • Remind the client of the value that they got from you (free audit.com ©2004 Piranha Marketing. You can use a system like this anywhere that you deliver a service or a product to someone and they are happy. yellow pages ad.35 Piranha Marketing By Referral Only Businesses Many successful companies in a variety of industries have people who actually run a “by referral only” type of business. The point is that you’re instilling refer-ability habits in your clients whenever you get them referring you. Referral Generation/Tracking Another important idea is to have a form called a referral tracking form that you give or send to your clients at the end of your service. would you please jot down five or six friends who would love our services too. It works very well. What’s great about it is that you don’t have to give away cash. • Where he/she heard about you (previous client. then you immediately reward them by saying thank you.” They are: referral generation. you could give away movie theater tickets or gift certificates to restaurants. and thank-you systems. referral reward.

com ©2004 Piranha Marketing. Get creative! __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www./Nighitngale-conant . Inc.joepolishrecommends. you’ll brainstorm some ways to reward clients for referring to you.Piranha Marketing 36 Exercise: Develop Your Referral Reward System In this exercise.

If you do a poor job. Being Referral-Worthy Company owners need to ask themselves. they’re less price resistant. But if not. Behavior that is rewarded is often repeated. you’ve systemized the process of generating referrals. Would you refer your own company? The way that you provide products and services. They are also much less price resistant. Referred clients cost practically nothing compared to other means of generating business. that’s not good enough. After you do these things. getting referrals. Do you constantly wow your clients. fantastic. you’ve got to first earn the right to get the referrals or to even ask. Anything that you can do to get your cost per client down is great. do you have a business that is worthy of receiving referrals? Now if you can honestly answer that yes. Because someone they trust referred them. So you first need to earn. because it’s not good enough to just be okay. If you actually reward an individual for giving you a referral. “Do I have a business that is worthy of receiving referrals?” Now this is an important question.joepolishrecommends. Going back to the Happy Client ExperienceTM. then you need to ask. if the deliverable is giving people less than what they expected or exactly what they expected so they’re simply satisfied. It starts with asking. When you can actually deliver a Happy Client ExperienceTM to people. Inc. you have not earned your way into asking for a referral.com ©2004 Piranha Marketing. wowing your clients. It’s not good enough to just be okay. Make sure you have a system in place for thanking your clients. And individuals who are referred to your business./Nightingale-Conant . www. or your clients are not satisfied. they’re likely to give you more. Why Referred Clients Are the Best Clients The bottom line is that referred clients are better clients. In terms of getting referrals.37 Piranha Marketing Thank You Systems The final step is a Thank You System. they figure that’s how you get your new clients. the way that the phones are answered. implement the things that you need to implement to make sure that you actually wow people. you need to fix it and you need to examine just how good your service or your products are. This simple added step makes a big difference. the way that your staff handles clients. new clients. that’s when you start asking for referrals. the way that service is delivered. and then following up with the referrals that they give you. they really want your service. or is your service just kind of okay? And if your service is just okay. They cost less to acquire and this is very important. and then reward. So they become some of your best referrers as well.

to you give you a referral. The fourth way is once you’ve got that referral you need to follow up on the newly referred prospects. If someone is not ready to do business with you right at that particular moment. and they’re happy. Even if something does go wrong. or who has a sphere of influence over others. If they are a client who has just purchased something from you. Don’t forget to immediately send them their gift or whatever form of acknowledgement. or simply just to send them information in the mail. If you have a referral reward program you need to explain to them that there is a benefit to them. referred clients are typically more understanding. Inc. You have to follow up with people that are referred to you if want that to turn into business. The third way is to educate the client as to why they should give you referrals. The second way is you need to ask for referrals at the right time. If they refer you and you do have a referral reward program.com ©2004 Piranha Marketing. What is important is that you make that contact. www.joepolishrecommends. and much more profitable to you as well. You want to acknowledge and reward the behavior that you want more of. Following Up You’re going to want to have a follow-up script when you talk to these people. The first thing you need to do is ask the right person for the referral. ask your prospect to complete a referral form and thank them for each and every referral. The fifth way is to thank and again reward those who refer you. You can also put people on a client newsletter list. don’t forget to say thank you. a free offer.Piranha Marketing 38 Referred clients are also more likely to refer you to someone since someone else referred them. and then making an offer of some sort: an audit.. You need to make sure that you ask a person with decision making power. that is the time to ask for the referral. After you’ve had a successful presentation. Increasing the Effectiveness of Your Referral System There are several ways to increase the effectiveness of your referral system once you have one in place. It really should be nothing more than reiterating that someone referred them./Nighitngale-conant . This is covered more in a later session. you do want to make sure you put them on your mailing list so when they are interested then they will do business with you at a future time. On the whole they're just a much better client to deal with. They are also less likely to complain and are easier to please.

fastest ways to double your business. Inc. Your best unpaid sales force is your existing clients. Some companies double and triple their business simply by implementing a referral system into their business with their already existing clients.39 Piranha Marketing Five Reasons Why Your Efforts Might Be Failing The first is you’re not talking to the right people. www. And when they refer you and you give them personal thanks. And if they don’t understand why or don’t see a benefit to it. Fifth. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Let them know that you’ve developed a referral reward program and explain what it is. every product that they sell. it’s time to launch it. or a gift. When they no longer look at every service that they provide./Nightingale-Conant .joepolishrecommends. The fourth is failing to follow up on prospects who have been referred. thank them in advance for their participation.com ©2004 Piranha Marketing. simple steps have on creating tremendous company success. they can be some of the quickest. it’s not going to happen. Then. Write down the names of your existing clients who you can ask for referrals. The second is you’re not asking for referrals at the right time. but if you don’t follow up with them it’s not going to be effective. You can get a lot of names and a lot of referrals. as a transaction and look instead at relationships. Maybe they would give you a referral but your timing is off. of course. If you do these things. business increases. Third is you’re not educating people as to why they should give you referrals or why they should refer business to you. Exercise: Ask for Referrals Now that you have a strong referral program. you fail to thank the client who does the referring. or acknowledge them in your newsletter. you will begin to see the amazing synergistic multiplying effect that these small.

Then you can redo it and update it whenever you need to. But then you have your money tied up in inventory. If someone actually has in their ad to call for a free Consumer Awareness Guide. So that’s one benefit. you can make those changes easily. Instead. With a Consumer Guide. Maybe you decide to offer a new service or discontinue a particular service. And instead of it sounding sales-like. Even if you have exactly what a prospect needs. What is the difference between a consumer awareness guide and a brochure? There are many companies that offer a brochure. Things can change quickly in business. Fancy four-color brochures are usually very expensive. Or say you have a company brochure and you’ve got your whole staff listed on it. Another disadvantage of brochures is that you can’t cheaply test them. have a printed device that you can easily change and that you can print in small quantities so that you don’t tie up a lot of money. www. test. You go to the yellow pages and in any particular classification the ads generally will tell people to call for a free brochure. if they think you’re a salesperson it will be difficult to get through to them. it tells prospective clients something educational—you’re giving them information. It speaks to consumers. When someone thinks you’re trying to sell them something they’re much less receptive.000 brochures that are pretty obsolete.joepolishrecommends. They all look alike.000 or so printed at once in order to even get a good cost. That’s the great thing about this type of marketing—everything can be tested without spending a lot of money. Inc. And normally you have to get at least 1. There’s no waste./Nighitngale-conant . A brochure is immediately recognized as a sales message. You can’t change them easily without losing a lot of information. Then you decide to let someone go. it differentiates them from everybody else. It’s fancy.Piranha Marketing 40 The No-Maintenance Money MachineTM: Consumer Awareness Guides Session Nine This session covers the trademarked process called the No-Maintenance Money MachineTM— Consumer Awareness Guides. The mere name A Consumer’s Guide to _______ is different. If you just go out and spend money on brochures you have to get a lot printed at once and then if it doesn’t work you’ve wasted a lot of money. Also with brochures you can’t cheaply and easily change your messages. but it’s boring. Remember. What this session talks about is a consumer awareness guide. and now you have a warehouse full with 10. Why Brochures Don’t Work The first thing is that they immediately yell out THIS IS A SALES MESSAGE. test everything that you do because then you know if it works or not. you should always test. If your letter or your consumer guide didn’t work as well as you like you can easily improve it.com ©2004 Piranha Marketing.

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Consumers Guides and letters and Free Reports always get a better response. The reason is that
they look and feel personal. People think of Consumer Guides as personal and brochures as
sales. They think of Consumer Guides as educational and brochures just giving a little bit of
information about the company but really trying to sell them something.

Exercise: Create Your Consumer Awareness Guide
The following pages are a Consumer Guide Generator Worksheet. As you complete each step
you’ll be able to quickly and easily create the content for your Consumer Guide or your Free
Report.

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a Consumer Guide. they give up and say. there are people who say that flight doesn’t work. In your guide you’ve given them the information that they need to make an informed. then that’s an indication that you need to change the message or you need to change the media. www. then you can too. whenever a plane goes down in a crash. Inc.com ©2004 Piranha Marketing. Planes fly every day.joepolishrecommends. You know planes fly. They look to you as the one to trust because you are probably the first company that has ever educated them about how to purchase your product or service. no matter what type of business you’re in. meaning you sent out a letter. and you actually brought in business. I tried that and it didn’t work. then you didn’t try it. it’s like saying that planes don’t fly. Because you’re the one who is sharing this information with the consumer. very ethical way. there were a lot of naysayers saying that flight was impossible. Regardless of whether people choose to do business with you or not. There’s a big difference. Many people make one attempt at something and if it doesn’t work. Everything described in this program works. To say that yellow pages don’t work or to say direct mail doesn’t work or sending out a postcard doesn’t work. then you want to repeat it to everyone who did not respond to that particular offer. they look to you as the authority. If you’ve done something successful. If you didn’t do it exactly like the other person who’s having success with it is doing it. Look. In most cases it’s the message. or any sort of promotion. You’re actually helping consumers. plants a seed in the prospective customer’s mind that they never even would have thought of. what you’ve done is a service for them. Now when you use this type of guide./Nightingale-Conant . and we send out Free Reports. Half the business comes after sending a second and third letter. in a matter of seconds. don’t blame the media. intelligent decision. Once you have a Consumer Guide. it can become your script for your Free Recorded Message or vice versa. That’s why this is such a powerful concept. Conversely. you create immediate rapport. When your advertising or promotions that you’ve tried in the past did not work. They judge everything on that one event. Someone who reads your guide or listens to this same information on a Consumer Awareness Message is more likely to do business with you than your competitor. But when we don’t mail a second and third letter. we mail out Consumer Awareness Guides. “Well. there’s one crash. Sequential Mailing We mail out letters. If you sent something out and it didn’t work.49 Piranha Marketing When somebody reads your Consumer Awareness Guide it literally. and you’re doing it in a very nonthreatening. we’re literally leaving half of our profits behind. You’re just walking away from the business if you don’t follow up.” The fact is. Until flight was proven to work. They might say the same thing about a sales letter or an ad. if someone has succeeded with it. You tried it your way.

I didn’t know my carpet could look so clean.joepolishrecommends. if you’ve ever done any sort of promotion and you’ve had success with it. depending on the area. you’ve won. And this is a letter. Judy was so delighted that she wanted to give all her neighbors a free gift. So. How to Create a Successful Letter The headline is very important. a free 15-minute carpet audit. Inc. Dear friend. thank you. People wouldn’t have telephones. one of the best ways to guarantee that you will have more success with that promotion is to repeat it. If you send out a direct-mail letter and it works. I don’t give free carpet cleaning away to just anybody. I’d like to get to know you by giving you another free gift. it’s a matter of you learning how to make it work for you and how to apply it to you. There will be a certain percentage of people who respond. Here’s exactly what I’ll do. Since I don’t know you yet. People wouldn’t run television commercials. Thank you. there’s no cost and no obligation of any kind. I’ll determine if your carpet is in good health. www. It’s a very powerful offer that works extremely well. You only want to repeat things that you’ve had success with. just had us clean her carpets. I’ll calculate the wearage of your carpet.” There’s the free offer immediately in the headline. And then it goes into saying first I’ll cover any problems your carpet has.] Hi.” [And then you say. mail the same letter again a week or two weeks later to everybody that didn’t respond to it the first time. mail it again and again.Piranha Marketing 50 If you don’t really know what caused it to not work you can only blame the person who wrote the ad and decided to run the ad. who lives on Elm Street. Those things obviously work.com ©2004 Piranha Marketing. Congratulations. Judy. Her comments: “Absolutely stunning. People wouldn’t run radio ads. I’m Joe and this is a typical reaction of my clients. Then it’s sent out in a neighborhood. you wouldn’t receive them in your mailbox every day. Then it makes an offer at the end. It offers a free room of carpet cleaning and a free audit. Headline: “You’ve won one room of FREE carpet cleaning. It could be anywhere from 2% to 10%. Your neighbor. with a supporting paragraph explaining all of it. I will come to your home and audit your carpet for free. I’d be out of business if I did that. That’s right. But since you’re a neighbor of Judy I knew you were worth it. If it works. It’s like new again. You just can’t say that direct mail doesn’t work or Consumer Guides don’t work or sales letters don’t work because if these things didn’t work./Nighitngale-conant .

The great thing about it is it’s ELFTM because you don’t have to change the message all that much. disappointed.. two weeks later comes letter number two. let alone think about your carpet. you just need to add to it. Dear friend. www. I’m shocked. I feel that way. You can go into multi-sequences as many times as you want . I can hardly believe I haven’t heard from you. This is a marketing secret that will make you a lot of money if you use it. You barely have time to eat. It says at the top: Second Notice.com ©2004 Piranha Marketing. You see. [And then it goes over the same offer again. It could apply to postcards or emails or faxes. and you don’t just have to apply it to direct mail. then you put out the third notice. Hi. too. This is Joe. Well. Minor tweaking is all you need and you can use it over and over and over again. as long as it's still generating you a profitable response.51 Piranha Marketing Now for everyone who doesn’t respond. About two weeks ago I dropped off a letter to you telling you that you had won. If you’ll take just 15 minutes of your time. I know. You’ve won one free room of carpet cleaning.] The whole concept of using multi-sequence mailings will make any of your promotions successful. you’ve probably been busy being pulled in 63 different directions at once. See. And then you have until the date. Joe again. it’s me. Dear friend. But…your prize expires on [so and so date]. You’re going to get a certain percentage of prospects who respond to that letter. In fact.joepolishrecommends. I’ve dropped off two letters for you telling you about the prize—you’ve won one free room of carpet cleaning and a free 15-minute carpet audit. If they don’t respond to the first and second notice. you must claim your prize by the expiration date. you don’t need to write a whole new letter. Now that’s letter number two and it continues with pretty much the same stuff that was in the first letter. I’m truly sad that I haven’t heard from you. Your carpet needs help. Inc. which is the expiration date to claim your one free room of carpet cleaning and get a free 15-minute carpet audit./Nightingale-Conant . she was so amazed at how I made her carpet look like new again that she wanted you to have that same wonderful feeling. Your neighbor Judy was so kind to convince me to give this to you. your carpet will be forever grateful and it won’t cost you a cent..

create letter #2./Nighitngale-conant .). Headline:_________________________________________________________________________________ Body of letter #1: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Now. audit. make sure that you describe your free audit. and include a testimonial.com ©2004 Piranha Marketing. Just change the text to reflect that the prospect hasn’t taken you up on your offer yet.joepolishrecommends. Inc. Remember to keep the main components the same (the headline. In the body of your letter. free offer. refer to Session Thirteen to create a system of gathering these.Piranha Marketing 52 Exercise: Write Your Sales Letters In this exercise. If you don't have one. Headline: Body of letter #2: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. you’ll practice writing three sales letters. You’ll create a compelling headline (that captures your free offer). etc.

com ©2004 Piranha Marketing.53 Piranha Marketing Finally.joepolishrecommends./Nightingale-Conant . Inc. create letter #3. using the same technique you used in the previous two letters. Headline:_________________________________________________________________________________ Body of letter #3: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www.

the more you get skilled in those areas. Both of those are completely different premises. This is the one thing that creates instant ELFTM for most businesses. That’s how you come up with what you charge for something. meaning you have to be profitable. everybody would drive the cheapest car.Piranha Marketing 54 The Margin MagnifierTM Session Ten There are four M’s that you need in business: Management. What You’re Selling versus What They Are Buying There is a difference between what it is that you’re selling and what it is that the client is actually buying. and Model. Most people come up with prices by looking at what the competitors are charging and using that as a baseline. That’s not a smart way to set price. The next two sessions talk about margins. There are five ways to differentiate yourself to justify raising your prices. That would be a cleaner who would clean a carpet one time versus maintenance cleaning or selling for health versus just selling for appearance. And the better you sell. The second is the process. Margins. the more money you make. If you think of Richard Simmons. less. The third is personality. Not just so you can just make more money. Most people can increase their prices and not lose any clients.com ©2004 Piranha Marketing. Marketing. the more you can charge for what you sell. if everybody bought by price. So it only makes sense that the more you know about sales and marketing.joepolishrecommends. He’s created a personality for himself. and they’d have the cheapest things. Then. The fourth is service. And remember. You can sell based on your personality. The difference is their perception./Nighitngale-conant . Inc. A common question most businesspeople have concerns how much they should charge for their product or service. And the fifth is marketing. Marketing is what you utilize in order to offer more perceived value and to establish why someone should pay this price for this particular product or this particular service. It’s as simple as that. The first difference is product. Let’s just use a real simple example of the carpet cleaning industry. You might offer a different product than your competitor. One will get more money than the other. they’d wear the cheapest clothes. You have to be able to price your service in a manner that people are going to want to pay for it. they’d eat in the cheapest restaurants. Think of Fed Ex or of Lexus. or maybe a little bit more if they do more service. they either charge the same. or if you think of just one of our cleaners in the cleaning industry—we have one guy who calls himself the King of Clean. The formula for how much you charge for something is based on your ability to sell it. but just so you can allow yourself to actually deliver more value. These sessions will give you some philosophies on how to think about pricing and how to charge more and why you should charge more and why it makes sense. www.

.... Marketing:............ your process................ Remember when we talked about the Happy Client ExperienceTM? People have expectations..... And so if you screw up delivery one time....... your personality....................... www........................... is going to go looking for a different source to get that service.. They run their business based on how much they’re grossing and they brag about it as if that’s some big deal..... Personality: ../Nightingale-Conant ... Service: ......... If you want to charge premium prices you have to realize that you’re going to be dealing with a different set of expectations........ Inc.......................... they’re going to be satisfied..................................................... your client..... when in reality the only thing that really matters when you’re looking at your financials is how much money you’re putting in the bank....... your service................ Value is what you get in relation to what you pay for................................. you’ve got to make sure that you’re making a net profit..... or your marketing? Give some examples of how you are different: Product:............. Price versus Value Price defined mathematically means how much something costs.........................joepolishrecommends.......................................... Delivery problems are defined as anything that has to do with getting your product or service into the hands of your prospect and client.......... So if you really want to have longevity in a business and a great lifestyle.................. then mess up delivery.... or they’re going to be happy with a smile on their face................com ©2004 Piranha Marketing....................................... Process: ......... People who are paying premium prices have a different set of expectations.............. Just make sure that something goes wrong between when they buy from you and when they actually get it............................................................55 Piranha Marketing Exercise: Be Different Which of the five ways do you differentiate yourself from your competition? Is it your product............ And people are going to be either unhappy....................................... If you want to sell at premium prices then you need to make your delivery problems go away........................................................................................................................................... Nobody pays premium prices for delivery problems........................... A lot of people in business don’t understand how much their net is. If you want a guaranteed way that you can lose sales........... in many cases...........

Work the numbers on your current net profit margin and what a price increase would do to that net profit amount you will be amazed at what you'll discover when you do this. It’s also possible that your sales will stay the same. Are there times when your service or the quality of your product could have been better? When? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Could raising your prices have prevented these problems? A lot of business owners are scared to death to raise their prices because they think that if they raise their prices that they will lose their clients. price is one of the least important things in terms of dealing with an individual or a company. Raising your price a little. There are three things that can happen if you raise your prices: sales will go down. Inc./Nighitngale-conant . then they’re forced to not deliver the best quality of products or services as they can. What is most likely to happen if you raise your prices by as little as 10% and don't lose any clients. if you want to charge the top prices. If you want to sell to high-end clients. or your sales will go up. sales will stay the same. Most delivery problems are aggravated and created by prices that are too low. As a matter of fact.Piranha Marketing 56 The Surprising Solution If you want to clear up those delivery problems then raise your prices. as are selection and convenience. you need to ramp up your level of service and the quality of your products. you’ll identify any delivery problems you might be having. Yes. Confidence is very important. you have just added a tremendous amount of money to your bottom line. It sounds simple and it really is if you look at it from that standpoint. and possibly losing a handful of clients.joepolishrecommends. it only seems to make sense that raising your prices in all cases is a very smart thing to do. If your sales stay the same but you’re charging 10% more. you will still end up with more NET profit in your pockets and a bit more time freed up to spend on serving the clients staying with you. is that you will increase your NET profit by as much as 80%. But unless you lose more than what your profits would dictate. sales might go down. www. Exercise: Raise Your Standards In this exercise.com ©2004 Piranha Marketing. The solution is to charge more money so that you can make more money so that you can deliver a better product. When people charge prices that are so low that they can barely make a profit. Study after study has shown that individuals do not buy based on price. Money that goes straight into your bank account. and it’s amazing to me that most businesses just absolutely don’t understand and get this.

Most people have a perception that the more expensive something is. Inc. Some people have clients who actually have a better lifestyle and make more income than they do. build value./Nightingale-Conant . They are providing a completely different experience. How to Build Perceived Value • • • • • • • • The Audit Power Point presentations Consumer Awareness Guides Free Recorded Messages Monthly Client Newsletter Confirmation Letters Powerful Guarantees Utilizing Superior Equipment and Resources Everything that’s been covered in this program really sets the stage for having a high perceived value versus a low price.” You’ve got to get that erroneous thinking out of your head—especially if you’re selling to people who make more money than you do. www. you now have an arsenal of ways to educate clients. not the buyer. when the value is greater than the price.joepolishrecommends. All price resistance is in the mind of the seller. You need to actually package things and show things so that it makes it very clear to the prospects and clients that what you are doing greatly outweighs the amount of money that you are asking. the better it is. a variety of processes and methods and strategies that you can utilize to increase the perceived value and the amount of people who are doing business with you anyway. Ask yourself: • How can I increase this level of perception? • How can I increase this level of service? • How can I increase this level of experience? It’s the same reason why Starbucks charges more for a cup of coffee than a convenience store charges for a cup of coffee.com ©2004 Piranha Marketing. The best offer is when the perceived value is greater than the price. guarantee your services. Frankly. You’ve got to realize that you are not your own client. You always want to look for better clients. It’s so much easier to sell at premium prices. Why? Because those are the people who can afford your services and those are the ones who will buy it and those are the ones who are interested. you always want to be selling things to people who make more money than you do. so I certainly can’t charge this money for that service. “I wouldn’t pay that much money for this service. One of the challenges in this situation is the businessperson thinks.57 Piranha Marketing With everything that you are learning and have learned with ELFTM marketing and with Piranha Marketing.

Your business is not a charity. or did he or she feel they “got what they paid for.com ©2004 Piranha Marketing. You do it. You’re the one that put the bait on the hook to catch those fish. Exercise: Low Is Not the Way to Go Reflect back on a time when you cut your prices to “be competitive. If your customer truly needs a low price then you really can’t afford to sell to that person.Piranha Marketing 58 The Margin Magnifier (Continued) Session Eleven Price cutting is a self-inflicted wound. If your competitors’ prices are lower than yours. your customers do not lower them. where you can deliver the type of value you want to deliver. You write the bid. Don’t complain that the clients only want low price or that your competitors are forcing you to lower your prices. you’ve got to bait the hook with something that appeals to the kind of fish you want. Inc. You are working so you can live a certain type of lifestyle that creating value for the world will allow you to have. What was that experience like? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ You want you to have the type of client who you enjoy working with. You’re the one that tells the printer what to print on your price sheets./Nighitngale-conant . So don’t go after people that you don’t make a profit from. that is their problem. then change it. If you want to do charity work. do that separate from your business. www. unless you’re in that type of business.” Did you enjoy the work? Describe that here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Now think of a time when you may have charged a higher premium than you were used to. Your competitors do not lower your prices. you publish the price. If you’re not happy with the price you are charging. If you want a bigger fish.” What happened? Was the experience ELFTM? Did the client really appreciate the discount. and get paid well for it. not yours.joepolishrecommends. and you put it in your advertisement.

• Five: they drive off your good customers by talking about what they paid. Well. You’re in business to actually provide value and live a lifestyle and make a profit. Another possibility is that they really can get the same stuff down the street. They’re really just negotiating with you. which is the most expensive cost of acquiring a client. and then they’re going to go elsewhere. So when someone says they can get it down the street for a cheaper price. Once you’ve put up all that money. Nine Reasons Not to Deal with Price Buyers • One: price buyers they take up all your time. Same stuff isn’t available.joepolishrecommends.” There are three reasons why they really can’t get it down the street for a cheaper price.com ©2004 Piranha Marketing. or for some reason they can’t even though it’s available. And if you can’t do that with them. once you understand other things that differentiate it. you’re just not going to sell to them. • Four: they tell your other customers how little they paid you. When the only basis that the customer has to go off of is price. • Six: they’re not going to buy from you again anyhow because once they find a lower price than you they’re going to go somewhere else. You can spend hours and hours trying to sell somebody and just negotiate and negotiate and negotiate. • Three: It isn’t the same stuff. • Seven: they’ll require you in some cases to invest up to supply their needs and then they’ll blackmail you for yet a lower price. If their only loyalty is price. your response should be to tell the person to go ahead and get it down the street for a cheaper price. • Three: they “forget” to pay you. These are usually people that have somehow taken advantage of a business owner and as such. Maybe they can get it down the road for a lower price but it’s going to take three weeks for that stuff to show up. They brag about it. then you can charge a higher price./Nightingale-Conant . It’s as simple as that. but either they don’t want to get it there. They take up all your sales time. Some clients will promise they’re going to purchase all kinds of things from you and if you’re in a service business or a manufacturing business. they’re going to buy from you once. • Two: the same stuff isn’t available right now. they better not get it there. • Two: they do all the complaining. The people who try to get a cheap price or to get something at a discount are the ones who do a majority of the complaining. Inc.59 Piranha Marketing I Can Get It Cheaper Down the Street Sometimes you will hear a prospective client say. the owner is unwilling to sell to them. That usually has to do with customers that have been such a pain in the butt somewhere or have not paid their bills or their credit is past due. then they just chisel you down on price and pretty soon you’re in a worse position that you were if they www. then of course they’re going to choose the lowest price. you could sometime invest thousands of dollars in the hopes that you’re going to acquire this big client that’s going to buy all kinds of stuff. You got it right now. They take up all your sales time. • One: they’re lying about the price. “I can get it cheaper somewhere else.

• Nine: they will steal any ideas.com ©2004 Piranha Marketing. Inc. This isn’t volume just for the sake of volume. look less as the middle option. So if you’re going to add things together you want to correspondingly also increase the price that you charge for something. www. and fun if you focus on those who will pay premium prices. • Eight: they’ll destroy the credibility of your price and your service in the eyes of your clients. and other qualities. and they will create an ELFTM business. what would you go for? Most people would pick the middle.Piranha Marketing 60 never would have tried to buy something from you. information. lucrative. A great way to look at this is some businesses sell a la carte versus cafeteria style. where you put everything together and you charge a higher price versus selling it one at a time. Other times it makes more sense to package up a variety of services so you can have a higher sale. In some cases it makes sense to unbundle some of your services and sell them for a higher price. Volume means more work. which makes it more reasonably priced and include a new high price option. they’ll give you testimonials. You want to define the type of client who you want to have a relationship with. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ It’s All in the Packaging Packaging your services is great way to increase your average sale and increase your prices. In many circumstances we’re conditioned to ask for two or three different quotes./Nighitngale-conant . It makes it look easier. their attitude. Include things like how much they pay for your product or service. If I ask you to pick from a small. and knowledge that they can get their hands on. What you can do is you can move your high price packages to the middle. a medium. Those who pay the most are the easiest people in the world to deal with.joepolishrecommends. which was the high priced one in the beginning. It will be easy. This makes the regular option. Exercise: Your Ideal Client Write down the qualities of your ideal client. and a large. It doesn’t necessarily mean more money. They will give you referrals. Most people will choose the middle option.

joepolishrecommends. there are a certain percentage of individuals in the world who always want the best. Are there others that are bundled that you could charge more by breaking apart? Brainstorm those ideas here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. Give them a variety of different prices. you’re going to look at the products and services you offer and see if it makes sense to bundle some together. They always want to pay the premium regardless of what the premium is. Inc. but not too many where it becomes complicated. you let them choose between you. and really exclusive. And on top of that. instead of people having the choice of yes or no. There’s a certain level of pride in spending. and you. When people buy something that they think is really cool./Nightingale-Conant .61 Piranha Marketing However. there’s a certain pride that they feel just by being able to spend that and being able to be associated with that. you. Exercise: Package it Up In this exercise.com ©2004 Piranha Marketing.

It’s about mining for gold in your existing client base. it’s really up to you to come chase me down. the solution is as simple as sending an “I miss you” letter to people who you have done business with in the past who you might not have kept in contact with. You will always make more money off a continuous relationship than on a one-time sale. I know it’s been quite a while since you’ve gotten your carpet cleaned.Piranha Marketing 62 The Lifetime Value Creator Session Twelve The next session is the Lifetime Value Creator. I miss you. It was fantastic. It starts off with a headline. Inc. You would never do that and expect to get another date with somebody. Think about all the businesses and people that you’ve done business with. Some businesses have received upwards of 30% response just from sending this letter.com ©2004 Piranha Marketing. Meaning. you’d like to see them again. You need to nurture your customer base and your business will flourish. Don’t you remember how your carpet looked when we cleaned it last time? It looked practically brand new. absolutely free. giving away the free offer. It is five to six times more expensive to get a new customer than it is to sell to an existing customer. crisp. fresh smelling. A coupon is enclosed for you to redeem. but you haven’t in a while. but telling them you’ll call in six months. Stop chasing new customers if you’re neglecting your existing customers. clean. This is like going out on a great date with somebody and at the end of the night when you’re kissing your date on the cheek and saying you had a wonderful time. no strings attached. Then the body of the letter goes like this: Dear Judy. they mail a letter like www. I miss you. or you insert whatever amount of time. no teeny-tiny little print. That’s where the gold is.joepolishrecommends. but people do it every day to their existing clients and customers. In fact. One free room. You know you should but… This letter works fantastically well in a variety of different businesses. This is Joe. Too long. The majority of businesses spend most of their time chasing after new customers and they neglect the ones that they have all the time. or maybe never call them again. up to 200 square feet of carpet cleaning. You’ve gotten your carpets cleaned by my company before. owner of ABC carpet cleaning company. The “I Miss You” Letter If you’re guilty of this as well. It’s a very simple letter that contains the following elements. Ever had any sort of follow up or contact with you after you did a purchase with them? Usually./Nighitngale-conant . you never hear from them at all. You’ve won one free room.

63 Piranha Marketing this to 100 of their past clients and 30% respond. 14% response rate. You can send out birthday cards. Some people go broke at 10 percent response rate and get rich at a quarter percent response rate. Just have fun coming up with ideas for mining the gold in your client database. how much it cost to do the promotion etc… Look at the return on investment. 12.joepolishrecommends. but also come up with some creative ones of your own. which is phenomenal in most cases. The only thing that matters is return on investment. A lot of the effectiveness of this particular letter is based on your relationship. you’re going to brainstorm some ways to stay in contact (or re-establish contact) with your existing client base. Don’t worry about whether your idea is feasible at this point. Also. then do that. Use the ideas presented here. 10. or any sort of contact with your existing client. that will come when you test it. There are companies that can program in advance personalized post cards to be sent out years later. Response rates are irrelevant. Inc. This is not cold direct mail. the presumption is that they were happy with the service that you provided last time. if you’re in any sort of business where you can actually send a reminder. It depends on what they’re selling. then it’s most likely going to be to people who have done business with you in the past.com ©2004 Piranha Marketing. and if you provided something that they like and they appreciated it and you left them with a Happy Client ExperienceTM. The typical is a 5./Nightingale-Conant . you will see a cash flow surge. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. Exercise: I Miss You In this session. This is going to people who already have a relationship with you and with whom you’ve done business. They already know who you are. And of course. If you want to have the highest possibility of success with any sort of marketing message.

it can make you a lot more money and it can provide a lot more value for your clients. depending on the inserts that you include. This happens consistently. drives to Free Recorded Messages. It’s a great way to increase the average sale of a particular client. It just makes money and it builds referrals. you don’t need to build an elaborate website. testimonial contests. Client Newsletters Client newsletters are the easiest. You can actually include the names of some of your best clients who have referred you. and mailing it out on a monthly basis to your existing clients./Nighitngale-conant . There are special offers that are put in there with buy one get one free.Piranha Marketing 64 Ongoing Maintenance Programs Another way to stay in contact with your clients is through an ongoing maintenance program where you actually provide the service on an ongoing basis and you do it through a membership or a subscriber service. You put a 24-hour Free Recorded Message to hear about additional services that you provide. month after month after month. folded in half with inserts. referral rewards. mailing. When you send out a newsletter it should be filled with “response mechanisms. and it increases the frequency of when someone does business with you. for printing. It isn’t high tech. It’s literally putting together. the whole works. Inc. The way that we recommend you do it. you don’t need some expensive technology. Any way that you can structure your business to not be a transaction sale. or a special introductory of a new product or service that you may be offering. in most cases. most lucrative.com ©2004 Piranha Marketing. Direct-response mail is designed to get your name out there and get a response back. a four-page newsletter. it’ll cost you between 75¢ to $1 per piece. The way that it works is it deepens the relationship with your existing clients. Those who use this make returns that are anywhere from 1:2 (meaning for every $1 they spend on it they bring in $2). but to be a continuity sale. double sided. And it’s also a great service for the client. www. postage. This would include anything in your company that you can set up where people will be provided with a product or the service automatically. You have eavesdrop lines where you can put a 24-hour recorded message where people can call and listen to the actual recorded comments from your clients who have done business with you and utilized your services. and perhaps the most fun tool out of everything shared with you to this point. to as high as 1:50 returns on the newsletter. because then they never have to worry about calling you or having to go find that particular type of service. 11 X 17 piece of paper.” These are drives to websites.joepolishrecommends.

It’s almost like selling advertising space. You can actually cover the cost of mailing your newsletter each month by getting a sponsor for your newsletter. Which means that roughly 26% of people really are looking in the phone book for a new company. To Whom Does the Newsletter Go? Send it to active clients. you can get lists of individuals who have moved into an area. It is an absolute no-brainer—the number-one marketing tool for some of the most successful people on the planet. if you’re part of a network group. How Often Should You Send Your Newsletter? In research with hundreds of clients in a variety of different industries who have tried it quarterly. They will be needing your services.joepolishrecommends. You can also get other companies to do inserts. If you network at all. or even have them sponsor your newsletter. Inc. and monthly. Send it to particular geographic areas where you’re generating business. the monthly always outperforms less frequent contact. New residences are great ones. www. Also send it to anyone who has the capacity to send you referrals.65 Piranha Marketing There’s another way to use your newsletter. Also your sphere of influence—friends and family and so forth. twice a year. It’s a proven immutable law of sending out client newsletters. Sending out a newsletter is the most affordable and most profitable way to communicate with your clients. if you are part of any organization where you come into contact with people. or you can feature them in your newsletter. or don’t have anyone that they can ask for a recommendation. too. once a year. Understand it will cost you about $9 a year to send it to this person 12 times. You might even make money from the sponsorship. the return on investment of using a directresponse newsletter is highest of almost all marketing methods./Nightingale-Conant .com ©2004 Piranha Marketing. you can also mail this newsletter to your network. The Direct Marketing Association has found that 74% of consumer decisions are made by either someone who they know or have done business with in the past or someone who they trust has recommended. And now if you work the numbers. if you have people who are referring you. but they probably only need to do business once to justify that cost. You can send a client newsletter to those individuals.

joepolishrecommends./Nighitngale-conant .com ©2004 Piranha Marketing. If you have an old mailing list or contact database.Piranha Marketing 66 Exercise: Start Your List Who in your existing database can you re-establish contact with? Who outside your database can you initiate contact with? Write their names here. you can mine through there as well. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. Inc.

Frankly. Most businesspeople have had the experience where they have offered their products or service to someone who either lived in a really nice home.” but “will it work or not for me. This is why it is so vitally important in marketing to have testimonials.joepolishrecommends. and exceed the expectation is through testimonials and asking for them. and leveraging your client testimonials to create a flood of new repeat and referral business. They don’t trust that when they buy something from you.com ©2004 Piranha Marketing. Inc. If you don’t know how to write really compelling copy./Nightingale-Conant . your clients will write them for you. registered investment advisors cannot use testimonials in their marketing and promotion and in their advertising. Three Reasons Why People Won’t Buy There are only three reasons why someone might not buy from you. When somebody says something about you. drove a really nice car.” What this really means is they don’t believe that your product or service is worth what they’re going to get back in return. Either they aren’t interested. maximize the client satisfaction. of prospects everywhere. and in many cases they absolutely knew this person could afford what it is they were selling. One of the best ways to maximize the referrals. “I can’t afford it. maximize the repeat business. or they don’t believe you. For example. When you hear a testimonial. they’re going to get something in return worth the money that they put up for it. It’s important to know whether you are legally allowed to use testimonials in your marketing. These are systems for requesting. the majority of people listening are going to be able to use testimonials all the time. Even if you are in an industry that doesn’t let you use testimonials. the person said. however. or had every appearance of being able to afford what it is they were selling. at the time of the recording of this program. go through this entire session because there are ways that you can still leverage and benefit from testimonials. if you don’t know how to construct a really powerful message about all the wonderful benefits and services of your particular products or services. It’s not “will it work or not. But when they were selling them. This is another reason why it’s crucial that you deliver a Happy Client ExperienceTM. collecting.” www. when you read a testimonial. It’s simply that they don’t believe you.67 Piranha Marketing The Testimonial Tidal WaveTM Session Thirteen This session is about letting others do the selling for you through the power of testimonials. they can’t afford it. it moves you to action. it immediately raises you in the minds. It is an incredibly underutilized tool in the world of business. in the eyes.

Then you’re able to put that comment not in their words but you can write about it in your letters. When an individual requests information. www. it is more likely that they will continue to buy from you because they have put it in writing that they like your service or product. but it is also valuable to the person who wrote it. look at all the junk food that is sold. It’s very beneficial for your staff and for your support team to read the comments that other people say about you because that gives your entire company a level of confidence and it helps build a stronger culture when people see that other people really appreciate the value that you create for them. it’s about believability. it is a preponderance of proof that is absolutely powerful.Piranha Marketing 68 Believability happens once you can show similar people using your product or service.com ©2004 Piranha Marketing. When people write you comments and say. People see others who are similar to them (or who they would like to be similar to) engaging in these behaviors and apparently having fun. Look at all of the alcohol and cigarettes and all of these things. What others say about you is infinitely more believable than what you say about yourself. and in your Consumer Awareness Guides. Don’t just settle for one or two. Not only is a testimonial valuable to you. Inc. It’s really beneficial to hear the positive feedback from your clients./Nighitngale-conant . which is credible. because people believe if they make these associations with things that are clearly bad for them that they’re somehow going to have a great time while they’re participating in this. and you’re seeing it and understanding it through the eyes of your client.” it gives you an enormous amount of clarity about what your service is providing for people.joepolishrecommends. but it’s believable. not only because it will give you clarity on your business but it will also give you enormous confidence. By writing the testimonial. consider the strength of this: instead of sending out a color brochure just like everybody else does. you send out a stack of testimonials talking about how your particular company is doing a great job. This is the result I got out of doing business with you. For example. That is overwhelming proof. and so they will likely continue to be your client. The reason that you want to capture the testimonials is because it will give you enormous insight as to what it is that your clients like about you. That’s believability. If you are in an industry where you cannot use testimonials in your marketing and promotion. there still is a huge benefit to using testimonials and capturing them. People want to be consistent. You did X for me. and they believe that they will have fun too. not through your own eyes. “I like you. It’s not factually correct. It’s not about credibility. Get as many as you can! You can never have too many testimonials.

............ State..................................... ...................................................................................................................................... City............................................................................................................. simple questions that will generate very positive comments from your clientele................... The testimonial form contains useful................................................................................................................................. Address: ............................................................................................................................................................ ..com ©2004 Piranha Marketing............. www.................................... Date ................................................................................................................................................................................................................. Describe in detail a specific experience with us that you were happy with: ......................... We really appreciate your honest answers........................................ Zip: ........... SAMPLE TESTIMONIAL FORM Name: .................................... Explain specifically what you’ve gotten out of them: .. How many times have you used our services? ... Now the important key is will the question that you ask get the answer that you’re looking for? If you want people to say favorable things......................................................................................................................................................... ..................................................................................................................................................... ........................... ..............................69 Piranha Marketing How Do You Get Testimonials? Testimonials come in many forms............................................................................................................... Thank you very much............................................................................. you need to structure the question to them in a way that gets the answer that you’re looking for................................................................................................................................................... Occupation:.. Signature...................................................................................................................................................................................................................................................................................................................................................................../Nightingale-Conant .................................................................................... Inc.................................................... .................... Describe the one or two benefits that you have gotten from us that you value the most........... .................................................................................................................................................................................... What is your overall feeling about our company? .. Included here is a testimonial questionnaire that will help you gather the right kinds of testimonials.............................................................................. ____ I do NOT mind if you use my name in any of your promotional material(s)..................joepolishrecommends.........................

you can either do it through postcards. You can schedule the mailing of these in advance and use them for prospecting. It doesn’t really matter.Piranha Marketing 70 Video Testimonials Videos are compelling. Every time that you do business with an existing client. It’s very inexpensive and a very powerful drip system of testimonials really helps close a lot of sales that otherwise would never have happened. and every presentation that you perform. Then you can take this testimonial book to every job. too. you can take pictures of all your clients and put them on a wall in your office. it will just reinforce their belief that they’re using a great company. You can use direct mail. every audit. You can collect voice testimonials by setting up a 24-hour recorded message line and have your clients call in and leave messages right on the message line. You can email it to people and encourage your prospects to look through it if you’re in person. which can be a sequential drip system to prospects or referral sources. Here’s what someone like you has to say. you can do it through email. it just reinforces your company as one that they’d like to do business with. the before and after is compelling. put them in the form of a letter. One great thing to do. Share it with your existing clients. Another way to utilize testimonials is eavesdrop lines where people call and listen to the actual comments of people who have done business with you. Keep a digital camera with you if you’re in an environment where you can actually go out and take pictures of your happy clients that you can use in your materials. newsletter columns. When clients see this. You can put together a book of testimonials.com ©2004 Piranha Marketing. How to Utilize Testimonials One way to use testimonial letters is to actually take the comments from your happy clients. just reinforcing. This will dramatically increase your conversion rate of prospects into clients. you can just drip on them constantly.joepolishrecommends. and send that out in your marketing. Very simple to do. very powerful. You can combine them and get really powerful results. you can use it again in email. Inc. www. This can be something as simple as a three-ring notebook or a nice leather-bound one. postcards. testimonials are compelling. inserts. You can use photo testimonials—custom postcards and website photos. look through it./Nighitngale-conant . You don’t even have to touch them. You should also have these testimonials in a Power Point presentation. Seeing people get results is compelling. Say for instance you have a prospect. Here’s what someone like you has to say. And then once you’ve captured the message. That becomes one of your promotions. This can include testimonials in letters. There are services where you can upload actual photographs to a company that prints postcards and mails them out for you. as long as you have one. For instance. You can put it up on your website. you just put it right onto the Free Recorded Message. you can do it through letters.

You can put it in Power Point presentations where people can actually hear and see visual testimonial messages. a realtor testimonial sent to other realtors. which is the ultimate in a no-staff selling system. You can create tapes. this carpet cleaner did a great job. One of the best ways to get leverage out of your testimonials is to constantly let everyone in your organization utilize them. the better job that you’re going to create. see them. “I’m a realtor. and hear them. Inc.” and you then send that testimonial of that realtor to other realtors. you do endorsement testimonials similar to prospects. read them. If you do endorsements for instance. and you can actually send that out to your clients. You want to think about how to use it in target markets and endorsement relationships. you can put it on a website. Exercise: Start Your Testimonial Tidal Wave Step One: Work through the Testimonial Questionnaire if you haven’t already. you can send it to other doctors to recommend your services.com ©2004 Piranha Marketing. Review this module and write down the strategies that appeal to you. If you have a realtor who is recommending your carpet cleaning services saying. Write their names here: __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Step Three: List the ways you can leverage the testimonials. Step Two: Identify people who can give you a testimonial. Same with a doctor. You can take excerpts from your eavesdrop line. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www. You also want to target market-specific campaigns.joepolishrecommends./Nightingale-Conant . The more confident you become. Audio testimonials. It builds confidence. you can take it to the next level and create champions. This basically means their own testimonial reinforces their own opinion that you’re the best and it makes them communicate that to many more people. these people are your unpaid sales force.71 Piranha Marketing You can even voice broadcast testimonials. If you get a testimonial from a doctor. For example. Champion creation is where you leverage your happy clients to the hilt. which is your Free Recorded Message testimonial line. You can create CD’s. And now as a champion. Once you’re utilizing testimonials.

Or you can actually deliver some of your services via Teleseminar. you conduct the call! It doesn’t get more ELFTM than that. And there’s invariably somebody on the call who will ask a question that someone else wanted to know the answer to.Piranha Marketing 72 The Message Multiplier SystemTM: Conducting Teleseminars Session Fourteen This session talks about the Message Multiplier SystemTM. you don’t have to get a big room. The calls will usually last 60 minutes or 90 minutes. and that allows them to join in with the conference. The system is sometimes called a Teleseminar or a teleconference. If you have an on-going service with your clients.joepolishrecommends. Individuals in the comfort of their own home can call a number and be joined by hundreds of others of people at the same time. “You can join this Teleseminar . www. So there’s some exclusivity to it. you can use Teleseminars to group people together so you don’t have to pay the expenses of putting people into a room or people having to fly to different cities. enter the pass code. They call the telephone number. You can conduct a lot of large group calls. They are given a specific pass code.com ©2004 Piranha Marketing./Nighitngale-conant . Individuals who are your clients or your prospects can be invited to a Teleseminar with the pitch saying. When you group all of the people together and you talk together. Then. and it can be to a small group of people or it can be to hundreds if not thousands of people over the telephone. and it’s simply available through a telephone.” It takes away any sort of barriers for an individual to respond to get additional information from you. It is a seminar by telephone. They would just rather listen. You’re completely anonymous. you tell them the time that it’s starting and how long it will last. there’s a synergy of just the benefits of everybody’s brain working together in that area. It’s an amazingly simple way to reach as many people as you want at the same time. You will learn the secrets of blank and we won’t even know you’re on the call. or as few as two people. Then. or they’ll bring up a subject that someone else was interested in. Individuals who don’t have the telephone number or the pass code cannot join the conference. A lot of the people who are participating don’t want to ask questions. you are given a telephone number by the teleconference company. It can be a really powerful 60 or 90 minute experience for you and your clients. It allows you to maximize your message when you group people together. It’s the equivalent of conducting a seminar. you let all of your members know what that telephone number is. How Teleseminars Work The way to use Teleseminars is easy. The advantage is that you don’t have to get a hotel. Two Ways to Use Teleseminar You can use Teleseminars to actually sell and introduce and educate prospects on some of the services and the products that you offer. They can do it completely anonymously. Inc. Of course. First. no one has to travel anywhere.

And this is also a great way to take your business from a local basis to a national basis or to an international basis. this model will not work nearly as well. Play It Again. Just set it up so the listening of it and getting value out of it is not contingent upon the client having to interact with you or ask questions. But. your Teleseminar is something you are giving away to clients as a free “value added” service. “I can do things one-on-one. Then you will really be able to maximize the value of the successful Teleseminars that you’ve conducted./Nightingale-Conant . You can set it up on a 24-hour a day recorded line so people can call and listen to it at any time. There are services that will record the call for you and then you can rebroadcast it any time you want. you can either tell them that or just not say anything at all. Unless. let your prospects and clients know it’s live. if you are having the type of call where you are actually providing your service. It allows you to clone yourself. If you are having one where you plan to sell your product or service. You don’t want to charge them for that. Because if there weren’t.com ©2004 Piranha Marketing. Without testimonials. I Can’t Talk to a Group! Some people get stuck thinking inside the box. Testimonials You always want to have several individuals on the call who are going to provide testimonials.joepolishrecommends. If you’re going to do a live Teleseminar. you’d only have one customer! You want to think of how you can cluster these groups of people together so you leverage your time. of course. What to Say in the Teleseminar Included in this workbook is a powerful tool called the Teleseminar Selling SystemTM which will walk you through developing your Teleseminar script. then you want your clients to pay you for your service. www. Inc. If you’re going to do a rebroadcast Teleseminar. Sam Another great way to leverage your time is to rebroadcast the Teleseminar. but how am I going to do it in groups?” There are groups of people that are interested in what it is you sell and what it is you offer. then obviously you want as many people to call in as possible.73 Piranha Marketing Free Calls or Pay Calls? Whether or not you charge participants depends on the type of Teleseminar you are having. But.

com 74 ©2004 Piranha Marketing./Nighitngale-conant .Piranha Marketing www. Inc.joepolishrecommends.

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Give them additional information.” The Body Then there’s the body section where you put the section headlines.com ©2004 Piranha Marketing. we believe you’re going to want to get more from us. Then give another testimonial or two and then a final close. though./Nightingale-Conant . But if you have something that really needs to be shown visually.” The Call to Action Next there’s the call to action.” Now if you do something like this you’re just really developing powerful content in such an easy. you’re interested in blank. How fast can they expect to see results? How much does it cost? How do they register for your service or buy your product? What do you want people who are listening to do next? Closing At the end of the time allotted. Introduction In the introduction section of the Teleseminar Selling System there’s a section for common interest. Then you’ll actually provide some sort of an offer. simple accessible way for your clients and prospects. introduce some very powerful concepts about your product or service. After the offer then go back into providing content.” It allows you to build rapport. www.joepolishrecommends. “Okay. Good luck and have a great day. it’s a great way to have people who live far away to come and see the product before they actually buy it. a Teleseminar follows this pattern: tell them what you’re going to tell them. especially those who shared with us. now we’re going to take questions. You can say. If you want to go into a transition at any point during the Teleseminar. You can go through a Power Point presentation where you’re on the phone with the people and going through the Power Point presentation. Inc. you simply say again. and then start getting testimonials.81 Piranha Marketing A Sample Script Basically. let’s get started. Webinars are more expensive than Teleseminars. The key to a successful Teleseminar is to give valuable content and invite listeners to take the next step. “We want to thank everyone who listened to the entire call. there is an area for frequently asked questions. “Everyone on today’s call has one thing in common. Webinars You can do Teleseminars over the Internet as well. There is also a section for the value created: “During the next blank minutes you’ll learn how to blank. That being said. everything that you would need in order to remind yourself. And by doing so. the content. You will pay a fee in order to combine the visuals that are on the computer. story or testimonials. For instance.

schedule your first call! __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ www./Nighitngale-conant .com ©2004 Piranha Marketing.Piranha Marketing 82 Exercise: Develop Your Script The only exercise for this session is to work through the Teleseminar Selling System. Inc. Then.joepolishrecommends. when you’re done.

you’ll realize that it is a lifetime of experience. The No-Slow Time SystemTM • • • • • • • • • • • • • • • • • • • • • • • • • • • • ELFTM Marketing™ The Business Bull’s Eye™ The Prospect Conveyer Belt™ The Auto Pilot Advertising System™ The Marketing Report Card Customer Conversion System™ Education Based Marketing The Sales Book Power Point Presentations Websites Free Offers The 100% Money Back Guarantee The Happy Client Experience™ The Champion Creator™ Referral Programs The No-Maintenance Money Machine™ Prerecorded Messages Free Reports Consumer Awareness Guides Free Audits Maintenance Programs Sequential Mailing The Margin Magnifier™ Raising Your Prices The Lifetime Value Creator™ Client Newsletters The Testimonial Tidal Wave™ Message Multiplier Systems As you look back and understand what was shared in this program.com ©2004 Piranha Marketing. www.83 Piranha Marketing The No-Slow Time SystemTM Session Fifteen The process covered in this session is the No-Slow Time SystemTM with Quick Cash Infusion Tools./Nightingale-Conant . This session basically reviews the tools presented in this program and then shares a couple of other things with you. It is a lifetime of the best tools. Inc. It is a lifetime of learning the best tools and strategies that will make the biggest difference for you in your business right now.joepolishrecommends.

... ... Don’t hang out with people or clients who drain your batteries..................... Always do the right thing.................................. • You just have to start....... Date: ____________ 2. • If you’re not all that happy with your harvest... talk to the person who did the planting.............. However.......... You need to put forth the right effort....... The best anecdote is action........................ and the right capabilities..... • The best preventative medicine for business problems and personal stress is preparation and organization. negative.... Nothing is going to happen in your life instantaneously............................. The three worst kinds of people to be around are lazy.. Date: ____________ 5............. Get rid of anyone in your life who is constantly draining you........ Inc....... and the best action is ELFTM marketing... • The people who make the most money are enthusiastic about ideas........................ the right type of integrity... identify the five ideas that you find most useful...... The best way to get started is to get started. • Protecting your own good opinion of yourself is far more important than making a fast buck..........com ©2004 Piranha Marketing........ Date: ____________ The Polish Principles • Discipline means doing the right things even when you don’t feel like doing them................... • The most important thing to invest intense concentration in is marketing................... you’re looking at the problem and you’re also looking at the solution............................. ELFTM marketing is the ultimate concentration... Date: ____________ 4............................... So make sure you’re solution focused.. and that is you........................... be enthusiastic about it and also be enthusiastic about making sure you implement and make things happen................. Look in the mirror and realize that if things are not working in your business.................. knowing what to do and actually doing it are two different things................................. .............. hang out with people who charge your batteries............ 1.. ................. Set a date for implementing them....... . • Do activities that charge you up...... When you have an idea. and dishonest......................................... There’s always a reason to wait........ • The thing over which you have the greatest control is the quality of your work............/Nighitngale-conant .................... ............. www..... because they’re a drag and you don’t want to hang around people who are drags.... Date: ____________ 3..... It doesn’t take any genius or initiative or courage to wait.............Piranha Marketing 84 Exercise: What’s Your Favorite? As you are reviewing the concepts shared in this program....................joepolishrecommends...................

• The five most important business success skills are the ability to talk to customers persuasively. • Eat your competition alive. don’t just make and spend. five years from today you are going to have an amazing business./Nightingale-Conant . do good things for your entire industry and your community while you’re at it. • Produce. and the ability to organize and manage your time. • The best kind of security is know-how based self-confidence. What are you working on mastering next? If you become a world-class expert on ELFTM marketing.com ©2004 Piranha Marketing. the ability to communicate clearly and effectively with staff members to motivate.85 Piranha Marketing • Junk thought is at least as bad for you as junk food. • Being in business means solving problems. www. Inc.joepolishrecommends. the ability to communicate with words on paper. But. the ability to speak to groups. • Be careful of overhead or you can wind up working for your business.

As they show you how to move away from the HALFTM-business. this is Dan Strutzel. A recent article in the Chicago Tribune confirmed that in our current economic recovery. lucrative. anything but lucrative. There are a lot of entrepreneurs out there right now and particularly coming off of the economic realities of the last few years are saying. authors of the all-new Nightingale-Conant program Piranha Marketing. Dan. It’s good to be with you. Is there a way to pursue your dream of joining the results economy. “My business is anything but easy. selfemployment was booming. and this is Joe Polish by the way. the last 10 years has seen a decided shift toward programs that teach others how to start and run their own businesses. Dan. On our last customer research survey I did. to answer your question about is this achievable or is it not achievable. In the next few minutes I’ll be joined by marketing extraordinaires Joe Polish and Tim Paulson. that’s a hard. easy. And I started out as a dead-broke carpet cleaner living off credit cards and I became a millionaire. so we can tell the difference between me and Tim when you guys hear me talk. So to say this is doable or not doable—obviously for me it is doable. Let’s start off with that kind of pie in the sky assumption. and fun.com ©2004 Piranha Marketing. And is that an achievable idea within a reasonable period of time for most entrepreneurs? Joe: Well. annoying. I think you’ll be impressed with what these gentlemen have to say. according to my guests.joepolishrecommends. and fun. www. Inc. taking the entrepreneurial route without these pitfalls? Well./Nighitngale-conant .Piranha Marketing 86 Hot Topics: An Interview with Joe Polish and Tim Paulson Session Sixteen Hi. Dan.” Can you talk a little bit about that concept? Demystify that concept for us. You know. lucrative. While our customers largely preferred corporate business programs in the late ‘80s to early ‘90s from authors like Tom Peters and Warren Bennis and others. and increasing levels of stress. hang on. lame and frustrating business. Joe: Thank you. Dan: It’s good to have you both. and it certainly hasn’t been fun. Tim: Thank you. the answer is a resounding yes. Joe and Tim. I’m a convert of my own system. to an ELFTM business. I’m thinking a lot of people might be thinking as they hear this acronym of ELFTM for a business. Now does this sound impossible? Does it sound pie in the sky? Well. one that is easy. and welcome to another edition of Insiders. welcome to Insiders. Strategic Coach founder Dan Sullivan calls this making the switch from the time and effort economy to the results economy. we found that over 75% of our customers were either running their own businesses or interested in making the switch from the corporate world to the entrepreneurial world. for the past several years we’ve witnessed a vast change in our customer’s interest level on programs dealing with entrepreneurship. stagnant income. Yet sadly statistics show that for many entrepreneurs the initial euphoria of going solo will be followed by a wake-up call of long hours. as they call it.

books. there are three ways to learn something in the world. Dan: You have to unlearn things. It’s going to be based on their desire. So me getting into the teaching business. you try to do things. I’m now in my 10th year of running a marketing business and I’ve been an entrepreneur since I was 20 years old. In the area of marketing.com ©2004 Piranha Marketing. for me it took several years to do. Second way to learn is learn through the experiences of others. you get bloodied in the business world. I’m self-taught. It really was a byproduct of me just pursuing this particular area of expertise. I’ve spent over a half a million dollars on my own marketing education. Joe: And. And then an even faster way to accelerate that is to teach other people. it’s going to be based on the information and knowledge that they have access to. courses. I will say this. All kinds of people telling people what to do. Joe: If you do that. but I never got a degree in anything. listening to their tapes. Today in the world there is an enormous amount of data that’s out there. I mean. CD programs. Joe: So is it achievable? Absolutely. reading people’s books. I have read over 1. and as a benefit to the people that are listening to this program. Dan: Right. That’s the slow way to wealth. Dan: Um-hmm. Dan: Right. Dan: Right. I went to college for a couple of years. Inc. trying to just do everything on your own. Dan: Right.000 books. there are thousands of books on how to be successful and thousands of different varieties of methodologies./Nightingale-Conant . attending their seminars. Right.87 Piranha Marketing Dan: Right. things like that. how to do it. you know. www.joepolishrecommends. but it’s a very slow way. Joe: Basically it depends on the person. Joe: I mean. teach seminars. you make some lessons. I like to say just like Abe Lincoln. And you basically learn through trial and error. which in the beginning was my case. In what time frame? Well. You either learn through the school of hard knocks. if I would have taken marketing in college it probably would have given me a handicap. I never intended in the beginning that I ever would be in a business where I would publish a tape program. Joe: You learn what to do. as a matter of fact. it was purely accidental. you go out there. you know.

And those are the best types of people to actually offer your goods and services to and that’s what makes the business ELFTM. it doesn’t matter if you’re technically skilled at what it is you do. I know what works. and I think I speak for Tim also. Joe: What we now refer to as ELFTM. if you do talk to anyone at all. Joe: Correct. it was not easy for us to learn. lucrative. And as a result. the only people that you spend your time talking to. Dan: Right.Piranha Marketing 88 Joe: Absolutely. That we really have found what is easy. All they need to do is take all the effort and exertion and thousands of hours and money that myself and our clients and the lab rat experiments that I did in my own business… Dan: Right. Dan: Simplifying the process. I’ve tested it in the real world. robotically. Selling is crucially important. But when you say easy. Joe: Preferably if you do your marketing right. ‘Cause what we teach people in Piranha is that first off nothing happens in business until a sale is made. through ELFTM marketing systems that don’t even require a human being to make them work. I know what doesn’t work. selling in advance is what we like to refer to it as. and fun. Dan: Right. fun. So I put a huge emphasis on the focus of marketing. I’ve run a million dollar plus business for several years now and I absolutely know what works for myself and works for thousands of my clients and those are ELFTM marketing strategies. because all of the stuff in advance of that. predisposed. if you don’t have any clients to buy anything from you then you’re still not going to make any money. are people that are pre-qualified. I have taken everything that I’ve learned. the type of marketing that we teach at Piranha Marketing.joepolishrecommends. Joe: What I do believe is that we have done a lot of the hard work for all our clients and we’ve shortened the learning curve tremendously. Inc. is done automatically. Dan: Right. It doesn’t matter if you’re a good manager. Dan: Right. And so the idea is that “easy. lucrative and fun. easy. as we call it./Nighitngale-conant . That’s terrific. So you have to sell something. because it’s certainly. and lucrative” is kind of a misnomer for people. pre-motivated and pre-interested to do business with you.com ©2004 Piranha Marketing. and marketing is what you do to get people on the phone or face to face with you. www. what you really mean is simple. And the difference between sales and marketing is selling is what you do when you’re on the phone or face to face with a person or a group of people. right? Joe: Correct. ELFTM marketing. And so I’ve put an enormous amount of study into my own education.

There are some days where it’s a struggle. what period of time can one expect before… Dan: Right. Why waste all those years and all that trial and error? And there are elegant ways to make money. all the pain that I endured in the beginning allowed me to now have a recipe that is pretty darn replicate-able. Inc. I opened up my own weight-loss center. Dan: Right. I’ll tell you that a HALFTM business is much more realistic. professionals do it with a headache. lame. Dan: That’s attractive. if you want to go into that world it’s really good to go into that world with a knowledge of what absolutely works well for other people who have already done it before you. and to our members and so forth. may sound like hype and absolutely we can show you how we do that. www. annoying. I mean. I mean there are days where it’s just not easy. I had lost everything. lame. amateurs wait for inspiration. what we feel are the absolutely most powerful.com ©2004 Piranha Marketing. effective replicate-able. but I went out on my own. anything about marketing. Tim: …they get an ELFTM business. Tim: Well. when it comes to entrepreneurs. Is effort required? Absolutely. I’m talking about hard. An elegant concept. living off credit cards. Had not a clue. I got a franchise. annoying.joepolishrecommends. And that’s why some people make extraordinary entrepreneurs and the vast majority of people do not. So I had a hard. Tim: You ask is ELFTM realistic. frustrating business that within one year I was out of. And so you’re always looking for what are those elegant ideas. And so we’ve taken. I didn’t have a dime to my name and I had a wife and two young children. autopilot-able marketing processes and methods and we’ve put them into our program for our members and we don’t teach them things that require an enormous amount of effort or an enormous amount of money. And an elegant idea implemented is worth more than a thousand semi good ideas. I had no clue that that even existed. I was scared to death. sell their services through robotic systems to do it automatically so they can even make money while they’re sleeping in many cases. in terms of the ELFTM concepts that we teach in this program./Nightingale-Conant . That would be senseless for the average small businessperson to do. they’re not going to spend tens of thousands of dollars to develop name recognition when they’re not a company like Coca-Cola. You know. Dan: Yeah. an elegant idea is what everyone’s looking for. an elegant method. I’d like to answer the question. Because you know.89 Piranha Marketing Joe: You know. Joe: They don’t have money to spend. So we show them how to actually go out there and develop compelling messages. and frustrating. Dan: Right. Because a lot of our clients are operating on a shoestring. This is Tim speaking now. in Piranha Marketing. Because in my early 20’s it looked easy. And that sounds crazy. Joe: But if you want to play that game.

3 months. but there were also some things that they did that were easy. Dan Sullivan who’s the founder of Strategic Coach. they learn these concepts. And he talks a lot about entrepreneurs. “Our business has transformed! You should see what we’re doing now.Piranha Marketing 90 Dan: Wow. And a couple of them even being awarded automobiles for the great transformation in their business. And it does not have to take a long time. by the next boot camp. I’m talking about 2. Mr. and I will reference a Nightingale-Conant author and a good friend of mine.joepolishrecommends. You both have incredible. You know. Sell people on the idea of the benefits of being an entrepreneur. who have applied and integrated these concepts in their business. Inc. frustrating things that they went through. where they have gone from individuals who are literally ready to go out of business and by the next year. I’ve heard this again and again in our research. We see it every day. of a benefit of taking this journey from the get-go that you’ve seen both yourself. We see carpet cleaners.com ©2004 Piranha Marketing. And I started to say. there are the statistics that you hear repeated over and over again. without anything real complicated.” We have seen individuals in contests that have been done through Piranha Marketing. okay. if someone’s out there right now. And I saw some of the hard. I’ve interviewed him a couple of times for my Genius Network interview series and he really understands the mindset of entrepreneurs and I love discussing just entrepreneurs in genwww. joined Hair Club For Men and became their vice president and during the time I was with Hair Club For Men they went from a handful of offices to an international network of 69 offices. But what do you see are the benefits of actually making that choice? Joe: Well. And within a short period of time. they’re calling us and saying. So the question of how quickly can it happen—we have seen it happen very quickly where an individual will come to a boot camp that we do. people saying I want to take that step. these are not individuals who have gone and gotten MBA’s in marketing. And so you have a lot of people out there and many of them are customers. it’s something that is definitely possible. they’re wanting to take that step but they have a fear factor of taking that step because of that reality. this is Joe. these principles can apply to other businesses. Now. 95% of new businesses will fail within the first five years. Dan: That’s terrific. We have an ELFTM business./Nighitngale-conant . of course. and they have an ELFTM business. simple strategies to completely revolutionize their business without much money. And then I joined with Joe and we see it every single day. Tim: So I had to find something better. I mean. And then I. they have transformed their business where they literally are making hundreds of thousands of dollars net. compelling stories. you’ve been through a lot of pain to get there. Dan: Wow! Tim: So. Most of them are wonderful individuals. to take even a step back before we start going into some of the techniques and the strategies that you teach people to make that happen. the ELFTM concepts. ma and pa operators. lucrative. and fun. These are not individuals with of decades of experience in running successful businesses.

I like entrepreneurs. I mean. entrepreneurs were the minds behind those innovations.91 Piranha Marketing eral with him. I mean. All the people that are out there selling. Joe: I consider a true person an entrepreneur. Dan: Right. Dan: Hmm. I mean. There’s the French man that actually in the 1800’s. Imagine living in Phoenix. I can not remember his name. imagine living in Chicago without a heater. They’re the ones that create all the wonderful. and turn it into something. That’s good. Again. all the wonderful things that every human being gets to take advantage of. It’s a mindset. Dan: Right. They can take water and create electricity out of it. The reason I like him is because first off I think entrepreneurs and business owners are the backbone of the economy. Joe: I mean. Joe: And that takes an enormous amount of courage. Joe: And producers are what produce everything and parasites suck off the efforts of all the producers. They’re the ones that make things better. Dan: Um-hmm. without air conditioning. the roads. I think there are producers and there are parasites. it took an entrepreneur to create the air conditioner. raw material. They’re the ones that are creating value. the electricity. The time and effort economy is where you get paid for the hours that you put in and the results economy is where you get paid for www. There are people that make a lot of money that rip people off and don’t create value for other people. that actually coined the term entrepreneur and defined it as somebody that takes a lower level of resources to a higher level. And so I look at entrepreneurs as the people that are out there creating value for other people and they’re getting paid for it. the technologies. quoting Dan Sullivan. I think there are two types of people in the world. and this may sound a little hard core.com ©2004 Piranha Marketing. Inc. and obviously there’s an enormous amount of great entrepreneurial thinkers that work for these entrepreneurial companies. they’re the ones that are providing jobs. I like business owners. And I think what differentiates an entrepreneur from a non entrepreneur is a mindset. Arizona. And I have an appreciation for the entrepreneur because this.joepolishrecommends. dirt. knowing that you’re absolutely responsible for the results that you produce. And I wouldn’t really consider those people entrepreneurs. all the people that are out there making stuff happen. Joe: And what entrepreneurs do is they can sometimes take something. the gadgets. he talks about the results economy versus the time and effort economy./Nightingale-Conant . where I do. Dan: Right. entrepreneurs are the people that invent things. And money earned ethically is a byproduct of value creation.

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your results. And you cannot, as an entrepreneur, confuse activity with accomplishment. There
are people out there that work really, really hard that do not make any money. And there are
some people out there that don’t work really hard at all and are very wealthy. And a lot of it is
just having the right capabilities, the right resources, the right understanding. And what we
help our clients do is we help them get direction, we help them get confidence, we help them
get capabilities in the area of marketing so that they can do all those things better.
Dan: That’s terrific.
Tim: You know, it’s scary. It is so scary to venture out on your own as an entrepreneur.
Dan: Right.
Tim: It’s a beautiful thing, it is awesome, it is where fortunes are made. You cannot get rich
working for someone else. It just doesn’t happen.
Dan: Right.
Tim: But it is scary. I mean, I have five children.
Dan: Wow.
Tim: And so, you know, married at the age of 21, venturing out in entrepreneurship at a very
early age, failing in a business, working for someone else, going into entrepreneurship again. It
is scary. But you know, there are roadmaps to put individuals in that 5% who last more than 5
years. And Joe talks about roadmaps, and Dan Sullivan and so forth.
One of the greatest roadmaps in my mind for those who are interested and looking at this, gosh,
I’ve got to be successful, but I need a roadmap, I need some sort of assurance that I can be in
that 5% that are really going to make it.
Dan: Right.
Tim: I think it’s as simple as this, Napoleon Hill, who is a Nightingale-Conant author, of course.
Dan: Um-hmm.
Tim: He spent 20 years studying the most successful people in the world. Twenty long years.
Andrew Carnegie commissioned him, and I use the term commission loosely because he didn’t
pay Napoleon Hill to do this. He said, “Well, you do it, I’ll give you introductions and so forth
but you’re on your own for 20 years.” Napoleon Hill spends 20 years studying the most successful people in the world and then identifies 16 distinct characteristics that are consistent through
all those 500 most successful people in the world.
And there are at least five things that I think, I look at and I say these five things….
Joe: Oh, Tim, can I interrupt you for a minute?

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Tim: Yeah.
Joe: What Tim is sharing right now, first off, even if you read one of Napoleon Hill’s books, if
you read Think and Grow Rich or you’ve heard this talked about, I want you to listen to what
Tim is sharing very carefully because you’d be surprised how many people we talk to that just
don’t take this in like I feel if it was taken in they would really understand it. What he’s about to
describe what Napoleon Hill discovered about these characteristics, which you’re going to talk
about a few of them, is that none of the people that were the wealthiest and most successful
were born with these characteristics.
Dan: Hmm.
Joe: They were all learned. They were all taught.
Dan: Wow.
Joe: And what the people listening here are doing right now, they were learning through experiences of other people. I just wanted to say that.
Dan: That’s terrific.
Tim: Very well said, Joe. You’re a very articulate man. But anyway, so Napoleon Hill looks at
this and so there are five that I think are just critically important. And had I known in my early
20’s what I know now about what Napoleon Hill and his roadmap to success, and the ELFTM
strategies easy, lucrative and fun, I would have built an empire in the weight-loss business.
Dan: Right.
Tim: But the five things I really think are critically important that Napoleon Hill identified, and
this is Napoleon Hill speaking, this isn’t me, it’s Napoleon Hill. He said number one, an individual has to have a burning desire. If I’m interested in becoming an entrepreneur because I want
to play more golf. If I want to do that because I want to be the boss. I want to do those types of
things; I don’t know if it’s a burning desire for the right reason. I want to have a burning desire
to really make a difference, to give great value to individuals. Zig Ziglar, another NightingaleConant author, says you can have anything in this world that you want if you help enough other
people get what they want.
Dan: Right. Right.
Tim: So if I have a burning desire to give as many people in this world what they want, I know
that I can get it.
Dan: Right.
Tim: So a burning desire is number one. The next is specialized knowledge. See, individuals
often times, and Michael Gerber talks about this, we’re kind of like technicians. You know, we

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know how to do a certain job but that doesn’t really go into knowing how to run the business,
how to market the business and so forth. So specialized knowledge. And that’s really what we
are presenting in the ELFTM program, in the Piranha Marketing program. It is giving specialized
knowledge in something that is critically important. How to market, how to market easy, lucrative, and fun. Strategies to put your business on autopilot. That’s what we’re talking about. So
when an individual follows Napoleon Hill and says, “I am going to get specialized knowledge in
the right areas,” boy, that’s a roadmap to success.
Dan: Right.
Tim: The next one is being decisive. When I read Think and Grow Rich by Napoleon Hill it sings
out to me, it rings in my ears you’ve got to be decisive.
Dan: Right.
Tim: Entrepreneurship. Be decisive, man! Make it happen! Do it! Now.
Dan: And this comes from a guy that did it when he had two kids on the line?
Tim: Exactly. Exactly. And boy if I had this program it would have made life so much easier. So
you’ve got to be decisive. Making correct decisions. And I’m not saying that every person who’s
considering going and being an entrepreneur should do it. Making correct decisions is critical
to a person’s success. But I encourage entrepreneurship. It’s a beautiful thing.
And then another thing that really rings out to me with Napoleon Hill is individuals need to be
goal setting, they need to set goals. You need to be an avid goal setter. A goal unwritten is only a
wish. And there’s wonderful Nightingale-Conant programs that talk about goal setting.
Dan: Absolutely.
Tim: So if I’m considering entrepreneurship, I’m going to get as much as I can on goal setting
so that I can follow the example. Napoleon Hill identified the most successful people in the
world. Again, the most successful people in the world had these characteristics consistent with
them. Why do I have to reinvent the wheel?
And then lastly, and there’s more but this is really one that rings with us, is that individuals
need to have a mastermind group. It is critically important. It is perhaps the hardest to get but
it is the most lucrative. It is the one thing that will make more money for more people. So if I’m
an entrepreneur, you know, as I was opening this weight-loss center I joined the local Chamber
of Commerce. That was not the mastermind group, that was people eating lunch and just kind
of exchanging business cards.
A mastermind group. Whether that’s a coaching program through Nightingale-Conant, whether
that’s seminars you go to, whether it’s through getting additional Nightingale-Conant programs.
Create a marketing mastermind group and that will lead an individual to great success.
What we have seen at Piranha Marketing is, we have a $10,000 per person program. These are
wonderful carpet cleaners, over 100 paying $10,000 a year to be part of this mastermind group.
And what we have seen is that there are some who get involved in that group and they show up
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the best information from an individual and their lifetime experience. and it’s relatively a few dollars. and I love that because I think for many people out there. Dan: Right. and all of these experiences. And it’s amazing the value of that. the clarion call at this point is the mastermind group. are different from mainstream society. Inc. So Napoleon Hill.95 Piranha Marketing to the meeting and they leave. will tell us this is a roadmap to ELFTM. People who think in this way. in this entrepreneurial way. wow! Here for a few dollars. So having this reinforced on a regular basis is so important. Tim: And it absolutely changed my… It opened my eyes too. Dan: …the perspective you get from those great thinkers out there. Tim: Studying that and putting that into a book. my sounding cry. Tim: Dan. Find one and participate in one. when you start listening to Nightingale-Conant programs or any self-improvement programs in some ways you become almost an addict at first because… Tim: Yes. at their home or their office. they share ideas. Tim: Right.com ©2004 Piranha Marketing. they email each other and so forth. I can get the best insights.joepolishrecommends. Dan: Sure. That’s terrific. Dan: Wow. Napoleon Hill. I was 20 years old when I got my first Nightingale-Conant program. and we’re capsulizing it into a program that individuals can listen to very easily as they’re driving along in their car. and life experience. You know. we can go buy his book Think and Grow Rich for a few dollars. They don’t get the benefit of those who show up and then stay and they hang out at the restaurant. That was over 20 years ago. So what I am. We’re giving life experience for a few dollars. www. we are taking combined 80 years experience almost. Dan: Which might lead you toward a more fearful path. Dan: Right./Nightingale-Conant . And he spent 20 years Dan: Right. in 500 of the most successful people ever. Tim: So when Joe and I come in here and do this program.

evidence of proof. comments. And you have a lot of strategies you talk about in the program. Talk about how long you’ve been in business. it really I think is designed to make the businesses and the owners and the CEO’s feel good about themselves and impress their friends and try to make their competitors jealous. Then there’s direct response. you know. which is really designed to get your name out there. You want to start off by talking about that? Joe: Absolutely. It’s absolutely amazing. we are a company that absolutely utilizes directresponse advertising. the perception of the value for whatever reason isn’t there. Build an image. In other words.com ©2004 Piranha Marketing. It’s really boastful based on logos and just. And so when it comes to promoting yourself. compelling statements. it’s the things that big corporate companies use. Well let’s talk about some of the value that they’re going to get in your program.joepolishrecommends. education-based marketing. some of the best salespeople that you could ever utilize in your business or for your business don’t even work for you. There’s image or institutional and then there’s direct response. Get your name out there.Piranha Marketing 96 Tim: So I’m an addict of Nightingale-Conant because I know the return on investment I get. and that we could go through four of these key ideas. it’s really just using social proof. there are two types of advertising in the world. And again. Dan: Right. And so one of the best copywriters. there are a lot of entrepreneurs out there who work hard. And the one I wanted to talk about first is this idea of testimonials. Dan: That’s terrific. There’s institutional or image. It is to use social proof. Image or institutional quickly is just the kind of stuff that’s taught in marketing classes in college. And you know. direct-response marketing./Nighitngale-conant . I was hoping that each of you could maybe take two of them a piece. Now one of the easy. Anyway. because as Joe was saying before. better than the competition. And what we find is that if you are a really skilled copywriter. www. meaning you’re able to write words that compel people to buy things. Let’s start out. which is designed to get your name out there and get a response back. Create this impression that you’re kinder. You know. They’re existing clients that are happy. the new program from Joe Polish and Tim Paulson is Piranha Marketing. Joe: You know. Inc. that is a skill that is not easily learned and it’s also one of the most powerful skills and one of the most powerful elements that you could have in your business. In fact. which I’ll talk about in education-based marketing tools. nicer. they’re very ethical and they produce something of incredible value but they can’t communicate that value effectively to their customers. That’s what testimonials are. Dan: Right. we’re really big on copywriting. lucrative. and fun ways to get really powerful. And using testimonials as a form of marketing where actually your customers almost become your best copywriters and your best salespeople. This is Joe. is social proof.

we even include a testimonial form.com ©2004 Piranha Marketing. They could be satisfied. powerful selling material for you. It’s right there in the workbook in our Nightingale-Conant program and it totally spells out all the different ways you can use testimonials. Joe: I mean. it’s infinitely more believable when you let other people that are happy with your products or services or your company or you say things than if you were saying it yourself. what’s your favorite program? And it was interesting because I asked several people that question. Or they can be a happy client. they got exactly what they expected but they weren’t overly impressed. it would not exist today if it wasn’t for testimonials. we’re here at Nightingale-Conant. Inc. Sy Sperling sometime ago sold Hair Club For Men for tens of millions of dollars. for decades./Nightingale-Conant .joepolishrecommends. I love being here. And you know. And so walking around. There are three levels of experience that a customer could have. Because that absolutely built the company. the way to get testimonials. put it in writing. Right. And Vic. This was a small mom and pop place in New York that he opened. And as I’m walking around I’m asking individuals here. Dan: Right. I love being here because I know the footsteps that we’re following in. they were wowed. I mean. you know. sometimes even arrogant. and give you permission to utilize it in your marketing efforts. And so my point is. You know. the entire infomercials you see on TV about Hair Club For Men. Joe: If you say it yourself. you exceeded their expectations. those people will gladly say all kinds of wonderful things about your company. Tim: Hair Club For Men and the hair replacement industry would not exist. Dan: Right. we have a process called the Happy Client ExperienceTM. you’re just considered sometimes bragging. some years ago and he built it with testimonials. They could be unhappy. Dan: Right. ask for it. they got less than what they expected. Ask for it. you’re believable. the commercials. And it’s a Deepak Chopra tape program. Dan: Right. I asked him that question. a simple sheet of paper that can ask the right questions to capture testimonials from clients. Joe: And so that’s the point. Earl Nightingale and Lloyd Conant and so forth.97 Piranha Marketing Joe: And so when you create a Happy Client ExperienceTM. So capture and utilize all the wonderful comments that everyone that has a wonderful growing experience with you says. they’re all testimonials. In our program we not only go very deep in how to use testimonials. This is great. When other people say it for you. www. absolutely. Whenever you deliver that level of experience. I can’t think of a better example on national scale than Hair Club For Men of using testimonials. I’ve been a fan of Nightingale-Conant for years. Those before and after shots. And that is really one of the best ELFTM processes because you don’t even need to hire a copywriter or an advertising agency or anything if you know how to get your own clients to give you this wonderful.

Dan: Built around that. I’ll take my five kids to it. exactly. talking about your favorite programs is a great example of the use and value of testimonials. They leave them out because they don’t have room in an ad or some sort of a sales message. www. too. I want to get that program.joepolishrecommends. Dan: Right. you know. maybe I should get that because Earl Nightingale. to make decisions and so forth. I mean. gosh. Inc. Dan: That’s my favorite. From the man who’s been and seen them all or heard them all. Dan: Right. that is absolutely phenomenal. Lead the Field. they’ve just heard two testimonials. And every person listening does this in many cases sometimes on a daily basis. these types of things. Yeah. that was a great movie. Tim: Yeah. You can take your kids to that. Dan: Right. And my favorite of all time is Earl Nightingale’s The Essence of Success albums. I don’t go to a movie unless somebody tells me in advance that hey. And they say. he gave me a testimonial. absolutely. yeah.com ©2004 Piranha Marketing. Or a restaurant or a book. that’s his favorite of all time. Yours too. Tim: Exactly. Whether it’s a movie. Dan: Right. Tim: And several say.Piranha Marketing 98 Dan: Right. Dan: Essence of Success. I live on testimonials and so do so many more people. Tim: So testimonials absolutely sway us to purchase./Nighitngale-conant . Exactly. Right. It shouldn’t but now. a more mature Earl Nightingale. Tim: And that kind of surprised me. And they forget to use testimonials. Joe: I think what you just said. Tim: So individuals who are hearing this right now. you see. Tim: And the thing is so few companies and individuals really understand the value and the importance. throughout his career. Great. Dan: Right. They don’t have room for the testimonial so let’s leave them out when in reality the whole thing should perhaps even be built around that. a young Earl Nightingale.

postcards. on an email. And you drive people to a recorded message. lucrative. Dan: That’s great. all kinds of things that we utilize in Piranha Marketing. it is magical. wrote the book Body for Life.” And then I would have www. selling over the phone. well. all carpet cleaners are the same. on the back of your business card. Inc. People would call me up on the phone. We share some concepts about testimonials. One of my past clients. “Warning. every post card. on the side of your van if you’re in the service business is “Free Recorded Message. So. having a live sales force of people. We’re talking about just going deeper with it. Like I said earlier about the difference between selling versus marketing. Can you share that with us. I mean. the recommendations. we’re going to give away the three magic words that you should have in every ad. over 4 million copies of that book have been sold at the time of this recording. we go deep with that concept. will it not work. Bill Phillips. Well we replicate that whole process through sales letters. you know. you know. Joe? Joe: Yeah. that we teach our clients and obviously that we go very much in depth in our program through Nightingale. For instance. how much do you charge? And then I would again start addressing. utilizing it. on a website. this is massive. talking people into buying things. first question out of their mouth.” Magic words. And what I ended up discovering is that you can take all of the wonderful things that you know about your product. and fun. you know.joepolishrecommends. one of my favorites is the use of Free Recorded Messages. If you do not have a pre-qualified client. a marketing strategy. that’s face-to-face selling. how I do this. all the reasons why my method is better. Free Recorded Messages. capturing it. don’t call any carpet cleaner until you listen to this 24-hour Free Recorded Message./Nightingale-Conant . Absolutely it will work. the evidence of success of other people. your service and you can put it on to a 24-hour Free Recorded Message. how to use them. then they have not been sold in advance. I mean you’re talking about Hair Club For Men. But I would run ads that say. Dan: That’s great. And it’s simple to use. how I do that. it’s simple to do. since I said that I would talk about an ELFTM principle.99 Piranha Marketing Joe: They tell friends about restaurants they like. well. you know. You add that to any of your promotions. Creating the easy. And I would do it all in a way without slamming the competition ‘cause there’s absolutely no reason to do that. this stuff works. when people are thinking about hiring a carpet cleaner they can think. And so the way that most people actually sell their services is through manual marketing. let’s move on to a useful tool that you said many of your clients have said is really in a high experience when you talk to them about it and has turned around their businesses. And one of my favorites is what I started using in the beginning when I was a dead broke carpet cleaner. movies they saw. Tim: What’s really cool is in the program we. This is not some concept that uh. tele-seminars. will this work. Think about how many purchases that we have made because of the social proof. what I do. as Joe said.com ©2004 Piranha Marketing. that are absolutely phenomenal. Before and after pictures. I mean. All based on testimonials. anyplace that you would put a marketing message. where to use them. So Tim and Joe. Now you’re doing this every day anyway. if you do not have someone that’s predisposed to give you money. answering a lot of the same questions over and over again.

Well that’s just one of the techniques of what Joe and Tim call autopilot marketing. I think that’s very enticing to people. With the literally thousands of businesspeople and businesses that you’ve helped. It’s powerful. giving their life back. insurance. where to find it and it literally costs pennies to implement these types of strategies. I could go on. Tim: That’s ELFTM. there are all kinds of things that consumers that are interested in a particular product or service don’t know and they don’t know that they don’t know these things. not in your business. When can we hire you. So you can spend your time. And then by the time people call me after I started using that ELFTM marketing system it was no longer how much do you charge. You name it. as Michael Gerber would say. And so it’s the business owner’s job to educate consumers. www. That’s terrific. without these types of systems. I think of it like that clean shower ad where it’s spray and walk away. That’s not leverage. chiropractors. And we have developed a no-staff selling system. Dan: Well let’s wrap up here and kind of shift gears for a second because I like to conclude with a little more profound philosophical question. Inc. but that is a really great replicate-able system that not only works extraordinarily well to generate business but it saves massive amounts of time. Until I said those things. and does it while you’re sleeping. how would you like to be remembered when you’re long gone from this planetary existence in ELFTM land? Tim: Yes. There are a variety of different things which we offer those on the Piranha Marketing program through Nightingale-Conant where you can find out all about those companies. they can transcribe messages if you’re using it for lead generation. sorted and screened the individual to do that? And there are companies that are completely automated that you don’t need to buy expensive equipment. This applies to financial services. questions to ask. Learn seven questions to ask a carpet cleaner before you invite him into your home. Yes. how to avoid rip offs. Dan: Right. when they hang up. happier. working on your business.joepolishrecommends. How to avoid six costly misconceptions. It’s a no-staff selling. the families that you’ve helped as a result of making these businesspeople more successful. which I think is an amazing concept.com ©2004 Piranha Marketing. they have all kinds of wonderful services that will let you know how long people listen. because the recorded message sifts. and that’s only one out of many that we teach. it was when can you do the job./Nighitngale-conant . any business. Free Recorded Message reveals how to hire a carpet cleaner.Piranha Marketing 100 expanded versions of that. And if you’re doing all the selling manually. never misses work. always delivers an articulate explanation and sales presentation for your company. consumers weren’t even aware that there are costly misconceptions. And why do that face to face? Why hire a salesperson to do that? Why have a sales force when you can simply have a very dirt cheap 24 hour a day salesperson who never shows up with a headache. Joe: It’s one of the most important things in business is selling your goods and services. does it while you’re on vacation. Eight mistakes to avoid when choosing a carpet cleaner. then you’re just really wasting time that you don’t need to be wasting. How to avoid four carpet cleaning rip offs. And obviously we have a limited amount of time.

I mean. And by creating value for the world./Nightingale-Conant . they’re creating value for themselves and they do it in an ELFTM way. And.joepolishrecommends. too. Tim: So I help individuals understand that they are improving the quality of people’s lives. that I was an encourager. then it is improving the quality of my life. I love the ability to go out and create something out of nothing. Dan: That’s great. everything that we teach in ELFTM. as a great husband and a great father.com ©2004 Piranha Marketing. first of all. I would like to be remembered as an individual who helped individuals recognize that what they are doing in their business is helping to improve the quality of people’s lives. that’s a very good question. when you understand the benefits that you give. just something in one way I could encourage somebody to take that step to put a little bit more intensity into what it is that they’re doing so that they go out and create value for the world. you’re not a chiropractor. this is Joe. But now I am. you are in the business of helping people improve the quality of their lives. As a failed business owner. Whether they’re a carpet cleaner. I wasn’t as good a husband and father. whether they’re in the hair restoration industry. had it not been for an association on some level with me. through ELFTM and other avenues. If there are individuals out there with pain and I’m a chiropractor and I’m not marketing properly. Because if I’m in the hair replacement business and I know that there are individuals out there who are bothered by their hair loss and they stay home at night and they don’t make as much money because they’re concerned about it or whatever else. Chiropractor. Simply because I’m not as stressed and so forth. easy. and I can help them to improve that by marketing my product or service successfully. but to answer that question. And you have a right and you have an obligation to market successfully. create value for people and make money from it.101 Piranha Marketing Dan: How would you like to be remembered? What would be your epitaph? Tim: Well. What I help people understand is that when they are asked. lucrative. when I’m all gone. Inc. the difference between features and the benefits that you provide are literally helping to improve the quality of people’s lives. What I would say is that going back to really loving to help entrepreneurs because I am a full-blown capitalist. same thing. Because when we look at it. Because there are a lot of extraordinarily successful financially people. And I would really like to be known. even if I never meet these people in person. but are miserable as… www. I’m not getting my message out there to the point where those individuals are coming in and relieving their pain. and we talk a lot about this. “What business are you in?” You’re not in the carpet cleaning business. Joe? Joe: Well. That’s wonderful. and I like helping other people that do that. really. And as I’m able to do that. whether they’re a chiropractor. financial services or whatever. I encouraged people to go out there and do things at a level that they never would have done or maybe done as well or as much. then it’s a disservice to the individual. and fun is allowing me to become better in that area. then that’s very important to me. Dan: Right. Because those are the people that create value for the world. But.

com ©2004 Piranha Marketing. my goal is to not only be congruent with my message. that’s terrific. that’s crucial. And the second thing is to be able to do it with gratitude. That would make me feel real good. but they also get to live an ELFTM life along the way. one is confidence and one is gratitude. Dan: Right. which lead to them getting results. to quote something my friend Dan Sullivan says. But do good things for your entire industry and your community while you’re at it. Joe: And let me just say one last thing. And if you investigate their program./Nighitngale-conant . with entrepreneurs.” And we really do believe that. I hope you can feel their energy and their enthusiasm coming through the airwaves. for their family.Piranha Marketing 102 Dan: Right. we have a little tag line. if you have to sacrifice your life because you have this horrible workaholic lifestyle… Dan: Right. I mean. it’s “eat your competition alive. That’s misery. We give them marketing capabilities. And whenever you can gain confidence in a particular area you just do a better job. You can have all the money in the world but if you don’t appreciate it. which lead to them creating results for other people. but also to let our clients not sacrifice their entire lives just to earn money. Joe: And so it’s to encourage people in a way that not only helps them to create value for themselves. Because the other area of gratitude.joepolishrecommends. You can do a great amount of things with also being a Piranha Marketer. Because it’s really refreshing. Dan: Great. that’s not an existence. Thanks for being with us. everyone’s heard the saying a million times that nobody says on their death bed that I wish I would have spent more time in the office. And that’s what we’re all here for. I can vouch for Joe and Tim. www. It’s been great to have you and come back again soon. talk the talk. just being around them today and since they’ve been here and working with them on this project. that’s not success. In the area of marketing. thank you for being with us. So you don’t work yourself to death. he talks about two areas of life that are crucial. It really is about creating value for people and ultimately making a difference. Piranha Marketing. if you don’t have gratitude. if you purchase their program. walk the walk. Right. They do walk their talk. Dan: Oh. in the world that we work with. Well. I think you’ll see it’s really about more than just marketing as it’s traditionally understood. You know. And again. Joe: …human beings. which is just appreciating what it is that you have. Inc. everybody here can. So Joe and Tim. Joe: …and you’re going to just be a slave to your business your entire life. we give them marketing confidence. You don’t do anything well in life if you’re operating out of a level of low confidence. You know. for their clients and for the world.

co.103 Piranha Marketing Expand Your Learning Library with These Exciting Programs from Nightingale-Conant! Pure Genius: Dan Sullivan’s Lifetime Focusing System for Total Self-Mastery By Dan Sullivan 22160CD Think and Grow Rich By Napoleon Hill 8741CD The Essence of Success By Earl Nightingale 861CD Sell Your Way to the Top By Zig Ziglar 1941CD Lead the Field By Earl Nightingale 116-2CD Multiple Streams of Income: How to Generate a Lifetime of Unlimited Wealth By Robert G.nightingale.uk.com or for our UK clients Phone: 01803 666100 • nightingaleconant. Allen 13763CD A View from the Top: Moving From Success to Significance By Zig Ziglar 22150CD Phone: 1-800-525-9000 or visit our website at www. 23871PG1-WCDR .

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