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“Finally, Discover How You Can
Create And Install High Performance
Systems That Generate Predictable,
Repeated Cashflow, And Break Free
From The Chains Of Average Results
Once And For All."
Mike Lorence teaches entrepreneurs running companies with
1-75 employees how to double their cashflow in 9 months or
less. And yes, he actually guarantees it.

See for yourself…learn how to create and install high perfor-

mance marketing and selling systems by going to:

www.businessownerbailout.com/ebook

There you will find your exclusive access to my outrageous

free gift that I call the Business Owner Bailout Package. This
mountain of money making resources is a totally free set of
tools that show you, step by step, how to create high perfor-
mance marketing and selling systems in your business.

This business owner bailout package is worth a staggering

$597.39. And, due to the large demand, I’m forced to limit my-
self to issuing just 500 of these across the U.S. and abroad.
WARNING: Do NOT try to access the Business Owner Bailout
Package unless you are:
• Committed to achieving rapid growth
• Fed up with your current results

I refuse to waste these precious bailout package resources on

business owners who are not progressive and open minded
about implementing proven, tested strategies to grow their
businesses.

To see if there are still any Business Owner Bailout Packages

left for you and your company, go to…

www.businessownerbailout.com/ebook
 Small Business Blackbelts
www.smallbusinessblackbelts.com

About the author

Mike Lorence works with entrepreneurs who run companies with 1-75 employees. Specifi­cally, he
teaches these entrepreneurs how to double their cashflow in 9 months or less. And he does that
by showing them how to create and install high performance marketing and selling systems. Mr.
Lorence is the founder of Small Business Blackbelts LLC, an international business coaching and
consulting organization. He’s the leading expert in creating wealth attraction systems that save
time and create predictable results for small business owners.

Mike has worked with famous national and internationally known entrepreneurs including Guin-
ness Book of World Record Holder for Speed Reader Howard Berg, celebrity lawyer and entre-
preneurial branding expert Nick Nanton, and Ghost Writer Karen McCreadie. Mr. Lor­ence is an
internationally recognized business scholar, consultant, speaker, author, host of an internationally
distributed radio (to air on Voice America Radio), serial entrepreneur, college professor, former U.
S. Marine, husband, and father of three. He’s been named an America Society of Quality Freund
Scholar, a Frank E. Genovese Entrepreneurial Fellow, and an inductee into the University of Vir-
ginia’s Graduate Business School Hall of Fame. He is the author of the smash hit Business Black-
belt Monthly Newsletter. And he is the author of eight other books How to Get Others To Do Your
Selling For Your: The Referral Marketing System For Every Entrepreneur; Market Like A Millionaire:
The Secrets To Getting More Leads Than You Can Possibly Ever Handle; and Greased Chute Sell-
ing: How To Turn Your Prospects Into Rabid, Feeding-Frenzy Buyers Who Cheerfully Pay Premium
Prices. Mike has appeared on Our Small Business TV, and writes and guest blogs for nationwide
media outlets. Mr. Lorence is also a certified Comprehensive Six Sigma Blackbelt (CSSBB). He
holds a Masters of Business Administration from the Darden Graduate School of Business at the
University of Virginia.

He can be found at www.smallbusinessblackbelts.com.

You need to subscribe to Mike Lorence’s blog feed to keep up to date with his super effec­tive
money making strategies.

Click this link immediately and subscribe to his blog feed.

Page 5 of 42
 Welcome Aboard
From: Mike Lorence
Founder and Managing Director, Small Business Blackbelts LLC

Dear Soon-To-Be-Friend:

You’ve made a very smart decision for getting my book, Market Like A Millionaire: The Se-
crets To Getting More Leads Than You Can Possibly Ever Handle. This world is full of business
owners who only wish and hope for wealth, but they never do anything about it. Not you.
No sir-eeee. You’ve take a massive step forward in the right direction by getting access to
this treasure trove of marketing secrets that you now possess.

Throughout this book, I’m going to reveal to you the marketing secrets that I discovered over
the last nine years. And you are going to make me (and yourself) very happy when you
implement the strategies you’ll find described in this book. Make no mistake about this book.
It seems short… but it has explosive, meaty content.

I’ve developed, created, borrowed, and used these strategies in my coaching and consult-
ing practice. And yes, my company Small Business Blackbelts continues to generate more
money every day.

So you might ask, why am I giving this valuable book away for free? Well, now that I’m an
extremely successful entrepreneur, my passion in life is to teach other small business owners
how to become highly successful entrepreneurs. That’s the whole reason for me doing what
I do… to help other entrepreneurs creating and install high wealth attraction systems that
save time, and generate repeat, predictable income. That’s what I was created to do. And
that’s what I love to do. It doesn’t feel like work for me which is exactly WHY I do it.

And just so you know. I’ve been where you’ve been. I know what it’s like to scrape together
meager earnings just to make ends meet. At one point in my life, I was barely making $1,800
a month. So if I can use these marketing strategies as the revenue rocket in my business, so
can you!

Thank you for teaming up with me in this adventure. Drop me a line and let me see exam-
ples of strategies that you’ve implemented. I enjoy seeing implementation examples from
other businesses just like yours.

Page 6 of 42
Let me be clear about one last thing. I really am happy that you’ve gotten this book. But
you would make me and yourself much happier if you actually implemented the strategies
found in this book. And to help you do that, I’m offering a special, exclusive, never-before-
revealed set of ‘Implementation Only” rewards that I’m going to give everyone who shows
me just one example that you’ve implemented from this book.

If you show me just one simple example that you’ve implemented from this book, I’ll hand-
somely reward you with another free set of free bonuses. For the best implementation ex-
amples I received, I’ll pay for a $497 website makeover assessment and give it to you---free---
that tab’s on me. You’ll need to read the entire book to figure out how to get access to
those free resources. And, I'm going to be mailing a free CD to your doorstep entitled: The 6
and ½ Radically Bold Business Strategies That Can Double Your Cashflow In Nine Months Or
Less. This CD is worth $69.87 but you'll be getting it for free. Read thru this entire book to learn
how to get this free CD.

Now Go Read This and Implement It,

P.S. Just to show you how much I really care about you and your company, I’m giving you
yet one more added bonuses. Simply for downloading this ebook, you also get access to
a free $39.47 resource entitled The Science Of Getting Rich. I want to give this to you as a
reward for taking action and putting yourself on the path to greater success. Yes, you can
go out and buy The Science Of Getting Rich on Amazon . But why? Just get it from me FOR
FREE. No strings attached. Simply go immediately to www.mywealthrocket.com to get this
outrageous free gift.

P.P.S. Just when you thought I couldn’t give you any more free bonuses… I’m throwing in
the grand daddy business bonus gift of all time. It’s my explosively success Business Owner
Bailout Package. And it’s worth a staggering $597.39. And you get it for free (maybe—only
if you are one of the first 500). I can’t guarantee that there will be any left by the time you
read this book. But, go to www.businessownerbailout.com/ebook to see if there is still one
available for you. WARNING: I only issue 500 of these totally free Business Owner Bailout
Packages due to the large demand and my limited ability to supply them.

P.P.P.S. If you want your free CD entitled: The 6 and ½ Radically Bold Business Strategies That
Can Double Your Cashflow In Nine Months Or Less, I will mail it to your doorstep. Read this
entire book in order to learn how to get this free CD.

Page 7 of 42
“Copyright © Small Business Blackbelts LLC expressly disclaims all warranties as
to the contents of this publication including, without limitation, the implied warran-
ties of merchantability, fitness for a particular purpose, and on-infringement, and
make no warranty as to the results that may be achieved by using the information
contained in this publication. Because this information can be used in a variety of
ways to fit various business purposes, Small Business Blackbelts LLC will not be
responsible for any damages (including, without limitation, indirect, consequential,
special, or punitive damages) suffered or incurred by any person arising out of
such person’s use of or reliance on this publication of the information contained
herein.

All rights reserved. Reproduction or translation of any part of this work beyond
that permitted by Section 107 and 108 of the 1976 United States Copyright Act
without permission of the copyright owner is unlawful. Requests for permission or
further information should be addressed to Small Business Blackbelts LLC.

Neither the author nor the person marketing this book assumes any respon­sibility
for inconsistencies, errors, omissions or contrary interpretations of the subject
matter. The information contained in this manual is not intended for use as a
source of legal advice or substituted for the advice of an ac­countant or CPA. The
author stresses that information contained herein may be subject to varying state
and/or local laws or regulations. All names have been changed to protect the ano-
nymity of those businesses represented in this book as examples. Any perceived
slight of specific people or organizations is expressly unintentional. Any use of
mas­culine pronouns such as he, him, his are used generically to apply to both
men and women. Some portions of this manual represent hypothetical situations
for illustrative purposes.

All purchasers and users of the information contained in this book are advised
to retain competent counsel to determine what state and/or lo­cal laws or regula-
tions may apply to a user’s particular business. The pur­chaser or reader of this
publication assumes all responsibility and liability for the use of these materials
and information. Conformance and adher­ence to all applicable laws, statutes, and
regulations pertaining to federal, state, and local levels governing business prac-
tices, professional licensing, marketing, sales, advertising, and all other aspects
of doing business in the United States or any other territory or jurisdiction is the
sole responsibility of the purchaser or reader.

Page 8 of 42
 Market Like a Millionaire
T h e S e c r e t T o G e tt i n g M o r e L e a d s
t h e n Y o u C a n P o ss i b ly E v e r H a n d l e

Table of Contents
What Is Personality Driven, “Reason Why” Direct Response Marketing? .......................................page 10

Surefire Methods To Deploy Direct Response Marketing In Your Business .......................................page 17

The 3 Successful Traits Of The Most Successful Entrepreneurs .......................................................page 19

The Fatal Flow In (Almost Every) Small Business Owner’s Thinking ...............................................page 19

Advice from London businessman Thomas Smith in 1885 That You CANNOT Ignore .....................page 21

The Cost Verses Investment Trap In Marketing And How To Avoid It .............................................page 22

The 5 Step System For Identifying Your Target Market ..................................................................page 23

The Baseball Glove Effect: How To Match Your Company Message To Your Market ....................page 25

Unpacking The All Important Positioning Statement .....................................................................page 26

How To Double Your Advertising Response Rate And Stop Feeding The Marketing Vampire .............page 29

The Most Valuable Asset In Any Business And How To Use It To Create Maximum Wealth
How To Create A Marketing Plan (And Stick To It) ....................................................................page 32

The Six Step Small Business Blackbelt Marketing System ................................................................page 33

Where To Get An Avalanche of Prospects Beating Down Your Door

– Marketing Media Examples ......................................................................................................page 36

The Marketing Report Card: 2 Metrics You Must Absolutely Know Or Else! ..................................page 40
One More Thing Before We Get Started….

My goal when writing this was to cram your brain so full of valuable, money making
marketing insights that your head is going to fall right off your shoulders when you’re
done reading it. Don’t be fooled by the length of this book. Yes, it appears short.
But the value of the content is tremendous.

I’m giving you very tactical, implementable insights that you can use immediately
in your business. And, I must add here that your #1 job in your business is not doing
the ‘thing’ or making the ‘thing’ that your customers buy. By far, the best and high-
est use of your time is marketing your products and services. That’s where the real
money is made.

After you get done reading this, I need to hear what the single best strategy that you
read in this ebook is. Go ahead and post your thoughts on my blog at
www.smallbusinessblackbelts.com/blog

Ok, roll up your sleeves ‘cause here we go.

What Is Personality Driven, “Reason Why” Direct Response Marketing?

‘Personality driven’ direct response marketing is the best, and most effective way to
market. It’s the method that gets results, converts prospects to buyers, and propels
your business forward. Specifically, it’s the market strategy that uses key psychologi-
cal triggers to get people interested in an offer. And then it provides a clear call to
action for the prospect to take—click a button, click a link, visit a website, bring in a
coupon, call a number, send a fax… whatever the action may be.

Regretably, most small businesses engage in branding advertising. They give you
their logo, a picture, and a cheesy tagline. When you compare the strategies of us-
ing direct response marketing to brand advertising, it’s clear to me that the quickest
way to business failure is by way of the brand advertising method. Comparatively,
direct response marketing is the quickest way to business success.

Here are the four key charasteristics of personality driven, direct response marketing;

#1 - Use good headlines in all of your marketing messges.

#2 - Use a clear call to action in all of your marketing messages.
#3 - Effectively use physoloicalg tirggers to maximize you conversion rate.
#4 - Make heavy use of deadlines in all marketing messages.

Page 10 of 42
#1: Use Good Headlines In All Marketing
There are several characteristics of personality driven, direct response marketing. First,
it uses a compelling message that snatches a prospect, grabs them by the throat,
and compels them to ready our message. This ‘snatching and grabbing’ is done with
very effective headlines, subheadlines, and good copywriting.

Jon Carlton, the great copywriter, says that 80% of the value of your marketing is at-
tributable solely to the headline. So you’ve gotta get smart at writing really good
headlines. There are a few tested formulas for writing headlines that I use. I like to
think of them as ‘plug and play.’ You plug in key words relating to your target market,
and it spits out a pretty darn good headline.

Here are some of my favorite headline formulas:

How To .
Examples:
How To Relieve Your Aching Back and Hips
How To Beat S&P 500 94.77% Of The Time
How To Find The Love Of Your Life In 33 Days Or Less

Are You ?

Examples:
Are You Frustrated At Your Emotionally Absent Husband?
Are You Getting A Tax Refund Check Of More Than $4973? Why Not?
Are You Finally Ready To Break Free From The Chains Of Average Business Results?
Are You Going To Be Clobbered By The Impending Melt Down Of Hedge Funds?

Secrets of Revealed
Examples:
Secrets of The Most Successful Entrepreneurs Revealed
Secrets of a Battle Hardened Sales Pro Reveal
Secrets of The Most Happily Married Women On The Face Of The Planet
Page 11 of 42
When you write a headline, you actually need to spend a decent amount of time writing
about 20-30 different headlines. I’ve learned that the value of doing this is immeasurable.
That’s because you get to pick the best, most compelling headline for your marketing piece.
And then you can use all of those that didn’t get picked for the headline, and put them in
your sales letters as subheadlines.

Here’s a sample set of the headlines that I wrote when I was putting together
my Business Owner Bailout Package:

Announcing The Craziest Gift Ever for Entrepreneurs

At Last, A Bailout Package for Entrepreneurs
Announcing, A Bailout Package for Entrepreneurs
Announcing, A Brand New Bailout Package for Entrepreneurs
A Major Breakthrough In Entrepreneurship: The First Ever $597.39 Business Owner Bailout Package That Is Being Given Away For Free
Warning: Your Competitors Are Begging You Not To Take The $597.39 Business Owner Bailout Package That They Got For Free!
Stop Flushing Your Money Down The Crapper
Get The Insider Secrets That Your Competitors Have Already Found Out
Fix Your Business and Double Your Cashflow NOW
Finally Created, A Bailout Package for Entrepreneurs
At Last, a Done For You Toolkit for Entrepreneurs
Finally, A Done For Your Toolkit for Entrepreneurs
Which One Are You: The Overworked Business Owner or A Nervous Entrepreneur
Who Else Would Take This Amazing Free Gift For Entrepreneurs?
How To Take Part in the Bailout Package for Entrepreneurs
How To Take Part in the Bailout Package for Entrepreneurs That Can Double Your Cashflow
The Most Outrageous Gift For Entrepreneurs
Why Do 98% of All Businesses Fail?
Stand Back, This Gift is Dangerous
Stand Back, This $497 Entrepreneur’s Toolkit Is A Dangerous Free Gift
Why Is Everyone Taking This Free Gift?
Do you want the gift that Can double your cashflow?
Give Your Business A Fighting Chance With This Free Gift
Do You Want $497 of Outrageous Money Making Business Tips for FREE?
Why Would Anyone Want a Free Gift from a Guy Who Failed Miserably With Five Businesses? At Last,
Because this experience helped him in discover the 6 secrets to huge and rapid business success
The Secret is…..
My Accountant Begged Me NOT To Give Away This $497 Toolkit for Free
And I’ll Probably Annoy Some Of My Peers
What Do An Elite Group of Entrepreneurs Know About Creating
Super Radical Growth In Their Business That You Don’t Know?

Page 12 of 42
#2. Use a Clear Call To Action In All Marketing Messages

If you get the headline right but don’t give a clear call to action in the copy,
then you’re just wasting your time. When selling online, the proverbial “click
here now” is a simple call to action. When marketing using email, separating
the call to action from the link itself seems to work well. Here’s an example:

<<<<<<begin sample call to action in email copy>>>>>>>>>

Click this link to see if there are any left for you:

www.businessownerbailout.com

I don’t recommend waiting until later to get access to your Business Owner
Bailout Package. I only offer 500 of these each month to business owners across
the US and abroad. So if you snooze, you may lose.

Go here now to learn more:

www.businessownerbailout.com

<<<<<<end sample call to action in email copy>>>>>>>>>

Another important strategy to understand when marketing in email is that you

are not actually marketing products and services through email. You are actu-
ally selling ‘the click.’ In other words, the entire aim of your writing the email is
to get them to click the link, in the email, whatever link that may be, to continue
the selling process.

Page 13 of 42
#3. Effectively Uses Psychological Triggers To Maximize Conversion

There are a host of psychological triggers that help a prospect to buy something.
I’ll focus on the three most common ones.

Curiosity: If your headline and story do not incite curiosity, then chances are they
won’t read your marketing piece. The best product in the world won’t get sold un-
less the copywriting incites curiosity. One of the headlines that I use for the Business
Owner Bailout Package incites curiosity quite well. Here is it:
At Last, A Totally Free Business Owner Bailout Package Worth $597.39
That Doesn’t Cost The Taxpayer A Single Dime.
Scarcity: To create scarcity around your offer is to tilt supply and demand in your
favor. In practice, this is giving the actual or perceived appearance that there is a
finite number of your product available. For example, I limit the number of Business
Owner Bailout Packages to just 500 each month. Use scarcity helps get the ‘fence
sitters’ off of the fence and into your offer.

Urgency: This is one of the most powerful psychological triggers. There’s a procras-
tinator born every minute. And if you want to get those procrastinators to take ac-
tion, you’ve gotta light a fire under their butts. Urgency does that. Whenever I talk
about urgency, I’m reminded of a blogger that I was following last year.

I forget his name, but he was doing an empirical study on the effect of psychologi-
cal triggers in copywriting. He conducted an experiment where he split tested the
use of three separate opt-in buttons for his Facebook Fans Page. In other words,
he designed three separate buttons for his Facebook Fans Page, and then he alter-
nated the use of each of these buttons so that he could see which button did best.

Button # 1 said: Click Here To Become A Fan

Button #2 said: Click Here Now To Become A Fan

Button #3 said: Click Here Immediately To See If I’m Still Accepting Fans

Button #3 uses all three psychological triggers. Hence, it had about a 60% higher
conversion rate as compared to button #1.

Page 14 of 42
#4: Makes heavy use of deadlines

This loops back to psychological triggers. Using deadlines is one of the most effective ways
to reinforce scarcity and urgency. Yanik Silver, a successful internet marketer, came up with
an ingenious method to use deadlines while selling online. Whenever a prospect got to his
order page, he had a pop-up window come up. The pop up window featured a count-
down timer. And the pop up tells that the offer is only valid for the next 9 minutes. Then the
timer counts down from 9 minutes to 0.

Every call to action must refer to some specific deadline. And the more specific the better.
“Turn in your order form no later than Monday May 22 at 2:43 pm CST” is much better than
“turn in your order form by Monday.”

As an example, take a look at the sales letter that I used to promote an event I was doing
at a conference. See if you can find where I use the four components of good personality
driven, direct response marketing.
Page 16 of 42
 Surefire Methods To Deploy Direct Response Marketing In Your Business
Flip open the Yellow Pages. Go to the section that pertains to your industry or
market. Chances are the business owners who are advertising in the yellow pages
are largely using ‘herd marketing.’ This means their ads look and feel like every-
one else’s ads. They are simply following the herd. Tanning salons all have a pretty
woman with a nice tan. Plumbing contractors all talk about how responsive they
are. Real estate agents show a picture of themselves dressed up in a nice suit,
and they put a bunch of real estate agent certifications and abbreviations after
their name. Your industry is probably not any different. There is a basic, standard
way they everyone is advertising in the Yellow Pages.

Sadly, this phenomenon is not limited to the Yellow Pages. Herd marketing is ev-
erywhere: billboards, internet, business cards, post cards, …every media imagin-
able! And if you practice Herd Marketing, then you are NOT differentiating your-
self from your competitors

The most important question that you must be able to answer immediately when
anyone asks you is this:

“Why should I do business with you over all of your other competitors”

And if you do not have a clear, compelling reason for this, then pack it up, and go
home. Direct response marketing helps communicate the ‘reason why’ people
should do business with you. It helps plant the seeds of likeability, trust, and confi-
dence in you and your business.

Which big super crazy reward do you want for referring people to the
Business Owner Bailout Package? Go here immediately to learn more.

Page 17 of 42
And there are many, many different media through which you can
communicate your direct response marketing message. Here is a
short list of the media that you should be testing:

•• Classified ads
• Direct mail including postcards, three dimensional mailers, and sequenced mailings
• Hand written letters (written by a virtual assistant found on www.guru.com)
• Inbound telephone marketing
• Posted signs on bulletin boards
• Billboards
• Seminars,
• Trade Show exhibits
• Voice broadcast
• Press Releases
• Email
• Google Pay Per Click
• Organic Search
• Business Cards
• Fax broadcast

The best way to go about this is to market your business by testing as many
different media as humanely possible in a short period of time. Then prune
out the media that don’t perform well, and invest more marketing in those
media that do perform well.

Page 18 of 42
The 3 Successful Traits Of The Most Successful Entrepreneurs
Think of marketing as a series of planned, deliberate actions that reach a target
market where you present some sort of offer to them with a clear call to action,
and tell them what to do. Even if you did this properly, you could still fail as a
marketer. And as far as I can tell, there are fourteen secrets to marketing that you
must know if you want any hope at marketing your products and services effec-
tively.

Think of this as the marketing play book, the Marketing Bible, or just simply a col-
lection of best practices that I’ve realized after coaching and consulting with
small business owners in a number of industries. The three legged stool of market-
ing is based on: being deliberate, staying dedicated, and making investments.

1. You must be deliberate about your market plan.

2. You must have dedication to implement your marketing plan.
3. You gotta view marketing is an investment in business growth, not as a cost.

The Fatal Flaw In (Almost Every) Small Business Owner’s Thinking

How To Be Deliberate In Your Marketing - Mostly, I see business owners who do
marketing as an afterthought. This is an insidiously caustic line of thinking. Typi-
cally, marketing is that thing that entrepreneurs do after all of the real work gets
done. Keep doin’ that if you’d like to drive yourself right out of business. Market-
ing is the most important function in business. In fact, your best and highest use
of your time is not doing the thing that your business produces. It’s not working In
your business.

The best and highest use of your time is marketing your products and services.
That’s because businesses live and die by their marketing. And until you make this
fundamental change in your thinking about marketing, you won’t see any value
in being deliberate, dedication, and investment.

Page 19 of 42
So what does being deliberate really mean with respect to marketing? It means
having a plan. Take out your calendar. And dedicate each month on the calendar
to a different marketing theme. Make January be referral month. February is direct
mail month. March is Pay Per Click. April is joint venture. You get the drift.

If you’ve got no plan, then your marketing will simply be an ad hoc collection of ran-
dom acts that make no sense. Deliberate marketing is done with a plan in mind.

Get a plan. Now.

How To Be Dedicated To Your Marketing - Great marketing with no dedication will
lose to so-so marketing with good dedication just about every time. Human beings
are relational creatures. And the most effective marketing creates a relationship
over time built on your prospects knowing your business, liking your business, and
trusting your business.

Only 6% of people are ‘hot leads’ who are ready to buy now. So what about the
94% of the world that will not buy your stuff now, but may be interested in what you
have in the future? Again, the principle of dedication is paramount.

If you’re not committed to a marketing or advertising program, it’s probably not go-
ing to work for you. I tell my clients that the single most important word for them to
remember while they are engaged in marketing is dedication. It means that they are
taking the marketing job seriously.

Before you declare failure of your marketing plan, you need to stick with it for at least
six months. Too many small business owners will tell me that their marketing plans
failed. And when I ask “for how long did you try it” they say something like “30 days.”
This loops back to that comment about human beings and relationships. You’ve got
to be persistent and dedicated in order to validate a particular marketing media’s
success or failure. If not, you won’t give that media enough time to work its magic in
creating a relationship with a prospect so that they can know, like, and trust you.

Consider this snippet from a London Business man. (It will shock you when I tell you
when this was written).

Page 20 of 42
 Advice from London businessman Thomas Smith in
That You CANNOT Ignore

1. The first time people look at any given ad, they don’t even see it.
2. The second time, they don’t notice it.
3. The third time, they are aware that it is there.
4. The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
5. The fifth time, they actually read the ad.
6. The sixth time, they thumb their nose at it.
7. The seventh time, they start to get a little irritated with it.
8. The eighth time, they start to think “Here’s that confounded ad again.”
9. They ninth time, they start to wonder if they may be missing out on something.
10. The tenth time, they ask their friends and neighbors if they’ve tried it.
11. The eleventh time, they wonder how the company is paying for all these ads.
12. The twelfth time, they start to think that it must be a good product.
13. The thirteenth time, they start to feel the product has value.
14. The fourteenth time, they start to remember wanting a product exactly like this for a long time.
15. The fifteenth time, they start to yearn for it because they can’t afford to buy it.
16. The sixteenth time, they accept the fact that they will buy it sometime in the future.
17. The seventeenth time, they make a note to buy the product.
18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
19. The nineteenth time, they count their money very carefully.
20. The twentieth time prospects see the ad, they buy what it is offering.

Repeated exposure to your message is necessary…promotional products give you that repeated exposure.

This was written by Thomas Smith in 1885. Mr. Smith understood the idea of
dedication over 100 years ago. So no, nothing changes—even in marketing.

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The Cost Verses Investment Trap In Marketing And How To Avoid It
The common thought is that marketing is a cost. Business owner says ‘but I can’t
afford to pay all that money for direct mail.’ And to him I say “then you obviously
can’t afford to be in business then, can you?” This mentality grows out of igno-
rance for measuring marketing effectiveness. So I can’t totally fault you if you’ve
never been taught how to measure your marketing effectiveness.

If you are using direct response marketing, then you can measure the response
rate of every ad. When you measure the response rate of each ad, you can
measure the Cost Per Lead of each ad. That’s calculated by: Total cost for the
marketing campaign / Total # of leads it generated.

You can also measure Cost Per Sale. That’s a close cousin to Cost Per Lead.
Cost Per Sale, or CPS, is measured as: total cost for the marketing campaign / #
who bought. So if your CPS is 1.0 or greater, you would spend an infinite amount
of money on that marketing campaign.

Why? That’s answered most appropriately with this question: if you went to the
bank, and there was a sign at the teller that said “$100 bills for sale for $40” how
many would you buy. You’d buy as many as you possibly could! Same with mar-
keting. When you measure your response rate, you can measure the important
marketing metrics like Cost Per Lead and Cost Per Sale. So if a marketing cam-
paign had a Cost Per Sale of $434.50, but you make $750 for each sale, then it is
clearly a winning formula!

Marketing and advertising should be considered conservative investments. They

are not miracle workers. They are not magic formulas. They are not instant grati-
fiers. If you don’t recognize that marketing is a conservative investment, you’ll
have difficulty committing yourself to a marketing program.

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The 5 Step System Identifying Your Target Market
How long will a house last with a shoddy foundation?

Answer: Of course, it won’t last long. Neither will your business if it has a bad foundation
of business principles. I cite the fact that 80% of all businesses go belly up in five years
and 96% of all businesses fail in 10 years according to the international bestseller The E-
Myth by Michael Gerber.

And, if you don’t have a solid foundational understanding of who your customers are,
then there is a slim chance that you can mount effective advertising and marketing
campaigns to effectively reach them.

Here’s the wrinkle – at least half of all my business owner clients that I start a coaching
or consulting relationship with are dead wrong about who their ideal customers are.
The assumptions that they make about their ideal prospects are informed by the wrong
inputs. Test out your assumptions about who your ideal customers are.

Here’s how.

Step 1. Create a survey for your customers.

Ask the most pertinent questions like “what is the #1 reason you do business with us”
and “what do we do better than any of our competitors?” These question help you
understand why your customer buy. But also ask demographic related questions like
“what’s your annual income range?” (Providing multiple ranges with check boxes
works best), what zip code do you live in? Marital Status? Top three magazines you
read? Top three newspapers you read?

By understanding what magazines and newspapers they read, you can begin to know
where you might run direct response ads. Annual income and other demographic
questions help you when you go to rent segmented mailing lists. You can match your
customers’ demographics with those of mailing lists.

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Step 2. Choose a survey tool to distribute the survey and collect responses.

You can do this with a printed hard copy and offer it at the point of sale. Go
ahead and offer some small reward to incentivize your customers to complete the
survey. I’ve used and tested several online survey tools. Here’s the one I like best
(and you even get a free trial by clicking here).

Step 3. Distribute the survey and communicate a deadline.

If you chose a web based survey like I recommend here, you’ll be smart to upload
your customers email addresses into your survey tool. This will save significant time
than hand entering all of them. You can pull their email addresses out of Quick-
Books if you don’t use a Customer Relationship Management (CRM) software like
Act!, Goldmine, or Salesforce.com.

Be sure to assign a deadline for your respondents and for yourself. If not, you may
collect data for a very long time and not take any action analyzing it.

Step 4. Collect your results.

The online survey tools make this very effortless. There is a back end analysis inter-
face with all of the online survey tools that I mentioned.

Step 5. Analyze the results.

Put the data into summary form. Web based survey tools do this for you. Then
ask yourself several questions like “what do you customer have in common?” or
“where do most of my customers live (zip code)?” You can begin to paint the
picture of your ideal customer.

Speaking of surveys, here’s a short two question survey that will take about 90 sec-
onds or less of your time. Click here immediately to give me two simple answers.

After going through this valuable research and data synthesis process, you’ll have
a very, very good idea of who you are target market is. Ironically, you probably
have the wrong understanding of your target market. I say this because my ex-
perience tells me that when business owners commit to this discovery process of
finding their ideal customer, they often realize that their ideal customer is not who
they thought it was.

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The Baseball Glove Effect:
How To Match Your Company Message To Your Market
I was recently reading my local newspaper and I saw an advertisement for a
dance studio. The ad said something like “come visit us and have a blast, 5 ses-
sions for $30, open nights.”

That message could have been written by a high school freshman with no under-
standing of direct response marketing. If it would have said something like “single
men, come learn to cut a rug and get a date in thirty days or your money back”
– now that ad would have had 4-5 times the response rate if it had been run in a
singles publication catering to younger men.

The best marketing pieces are targeted to a specific audience. I like to describe
it in the analogy of a good baseball glove. Even if you’ve never played base-
ball, this is an easy one to understand. When an eight year old boy gets a new
baseball glove, it’s tough to use for the first couple of weeks. The rawhide leather
is as pliable as a piece of concrete. It doesn’t bend and conform to his hand
very well. So it makes it tough to catch the wild pitches and fast flying baseballs
coming his way.

Fast forward a few months. The glove gets nice and comfortable. It’s broken in.
It fits the contours of the bones in his hand quite well. It’s almost as if the glove
was custom made for his hand.

Your marketing message has to fit your audience's needs and desires like that
well broken in glove. But there’s a challenge to doing this effectively. Before
you put pen to paper and write any form of advertisement, classified, coupon, or
whatever, you’ve gotta first understand what your company’s message needs to
be to attract the right customer.

Ok, so I gotta tell you a quick story to drive home this point. Admittedly, I love to
fish. I’ve been doing it since I was about five years old. My dad would take me
on his days off to a place called Boiling Springs which is near where I grew up in
Carlisle, Pennsylvania.

Page 25 of 42
When I’m standing on the bank with my line in the water, I have a decent idea of
the type of fish that I am going to catch. That’s because the lure and bait that I se-
lect will attract a specific kind of fish. If I’m fishing for largemouth bass, I want to use
something like my old trusty yellow jitterbug. If I’m going for Rainbow Trout, I’ll use
my favorite rooster tail. Otherwise said, if you want to attract deer, you don’t stick
out a big hunk of cheese in your backyard.

Such is the case with your business. The wording that you select to communicate
to people about what your business does will determine the type of customer you
hook into your business. After working with a numerous clients, I created a process
on how to create a cohesive, effective, marketing message for businesses. I call it
the Total Business Message.

There are three components to your Total Business Message:

1. Positioning Statement

2. Unique Selling Proposition

3. The Hook

Unpacking The All Important Positioning Statement

When I’m consulting and coaching with business owners, I often find it instructive to
go through the psychology of the Positioning Statement. I want to really build up
your understanding of what it is and why you need a rock solid, air tight Positioning
Statement for your business.

If you think about it, consumers naturally group businesses that do the same type of
stuff or sell the same type of stuff together. Even if you try to differentiate on some-
thing, subconsciously all consumers will naturally remove differentiation

Page 26 of 42
……unless……
You make it fundamentally impossible for them to group you together with your competitors.

But before I get into that, let’s get clear on what a Positioning Statement really is.

A Positioning Statement is the unique benefit, emotion, or characteristic that your customers
associate with your business. Said another way, it is that thing that you do better than most,
if not all, of your competitors. It is a key building block to not competing on price. It’s also a
tool you use to differentiate your business from your competitors.

Before I share this with you, don’t go running off and telling the world about this formula. You
want to keep this close hold. Did Colonel Sanders reveal his crispy juicy fried chicken recipe
to anyone? Heck no!

Ok, so back to the formula for creating your Positioning Statement:

For (segment), (your business name) is the brand of (frame of reference) that
(point of uniqueness) because (reason to believe).

Here are a couple of examples to stimulate your thinking about this.

For (entrepreneurs with 1 to 100 employee companies), (Small Business Blackbelts) is

the brand of (business coach) that (teaches you how to double you cashflow in 9
months) because (he guarantees it).

For (first time home sellers in zip codes 96706, 96709, and 96704), (Jody Lange Real Es
tate) is the brand of (real estate brokerage service firm) that (gives you a money back
guarantee if we don’t sell your home) because (of our proprietary marketing and sell
ing tactics that no other brokerage firm uses).

For (busy professionals living in the Minneapolis metro area), (Cathy’s Dry Cleaning) is
the brand of (dry cleaning service) that (gives unlimited free dry-cleaning) because of
(its free dry-cleaning for referrals program).

Page 27 of 42
If you were to position a product, it might sound like this:

For (Attention Seekers), (Hummer) is the brand of (SUV) that (makes me dominant)
because (it is the largest SUV on the market).

Ok. Set your watch for 15 minutes. Write down two to three potential positioning state-
ments for your company.

After you write your positioning statement, do this five minute exercise. Remember the
Yellow Pages example I mentioned a few pages ago? Let’s add another strategy to that
idea. Go to the yellow pages and look up your business if you have an ad there (even if
you don’t have an ad there, go ahead and get out the yellow pages).

If you have an ad there, hold a piece of paper over your company’s name. Could you
insert any other competitor’s name in your ad keeping the rest of the add the same ---if
the ad would still make sense and not throw up red flags then you are practicing Herd
Marketing.

If you don’t have a yellow pages ad, read the ads for these categories: real estate
agent, oil change, attorney, landscaping, construction, and dry cleaners. Basically, ev-
eryone says the exact same thing with very little variation.

They fail miserably at creating a Position Statement and then writing an ad based upon
their positioning statement. When there is nothing of superior difference, consumers have
no choice but to make their decision on price. The only important difference between
commodities is price.

Gas is the great example. Most people shop for gas on price because they don’t be-
lieve there is really any true value delivered above and beyond the price. So that’s why
people pull into the gas station on the right side of the road that costs $0.03 less per gal-
lon than the place on the left side of the road.

Now, read your positioning statement out loud. Does it help answer the million dollar
question of “Why should I do business with you over all of your other competitors?”

If you want to stop competing on price, then develop a clear Positioning Statement that
really helps separate you from the crowd.

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How To Double Your Advertising Response Rate And
Stop Feeding The Marketing Vampire
Your positioning and the choice of media you use to market that position-
ing of your business are extremely important. But unless you know how to
properly employ ads, you’ll still be feeding one-thousand dollar bills to the
marketing vampire. And he’s mighty hungry. He loves to suck the cash out
of small businesses that don’t know how to properly market their stuff. Here
are some of my most effective strategies for doubling your advertising re-
sponse rate and slaying your marketing vampires.

A favorite approach of mine is to make the point of uniqueness be an un-

believable no-risk guarantee for the customer. Several examples I use in my
business are 120% money back guarantee (give them the money back plus
20% more than the paid), double guarantees, and triple guarantees.

There is a very successful pest control business owner who tripled the sales
of his business by using an unheard of industry leading guarantee. His guar-
antee was that if, after the initial treatment for termites, there was any evi-
dence of termites at your house for the next five years, you got a retreat-
ment for free. And you had your initial treatment fee refunded to you.

Very few customers ever cashed in on the guarantee. And when they did,
the business owner used the money-back guarantee checks that were writ-
ten to these customers as marketing tools in his other marketing efforts.

Additionally, he used the thank you letters from these astonished custom-
ers in his marketing campaigns. This tactic made his pest control businesses
perform in the top 1% of all pest control businesses in the country.

The #1 objection I hear from my clients when I say this is “but they will kill
me with this guarantee and make me go broke!” Yes, you will have a few
clients or customers who take advantage of your guarantee. But the incre-
mental costs uncured from honoring this guarantee will be peanuts com-
pared to the additional extra front end sales you make.

Page 29 of 42
The second strategy for doubling an ad’s response rate relates to Reason
Why Marketing. The ‘Reason Why’ you should do business with me over all
of my other competitors is…… because I offer you very valuable, free infor-
mation that you can’t get anywhere else.

If you can answer the Reason Why question this way, it means that you are
using information products in your marketing. This is the quickest strategy to
dramatically improving your marketing efforts.

Studies show that consumers are bombarded with more advertising today
than ever. I read somewhere that the number of advertisements the av-
erage consumers sees today is ten times what is was fifteen years ago. So
what’s a business owner to do to cut through the clutter of this deafening
advertising “noise?”

Simple. Deploy Information products in your marketing and selling actions.

When people feel like they are being sold something, they have an internal
reaction which tells them to put up their defenses. People generally don’t
like to be sold to. The next time you are in a department store, stand off to
the side for a few minutes and observe how the employee interacts with
customers walking into the store.

Every salesperson will say “can I help you?” And every customer will say
“no thank you.” But, the fact is the people are going into that store for
something, and it is often to gather information to make a buy decision or
actually buy something. So most people politely lie with the “no thank you”
because they felt like they are being sold to. Offering information products
is a way to disarm the prospect from feeling like they are being sold to.

What is an Information Product?

Information products are reports, how to guides, ebooks, articles or any

other knowledge based good.

What if you could position yourself as an expert in your industry, make price
irrelevant to your prospect and increase your lead conversion rate? Would
you be interested? Of course you would! Information products put you in
the position of trusted expert. By offering valuable information to prospects,
you don’t have to force a hard sell for your wares.

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 When you dole out valuable information products, you become a
trusted advisor to your prospects, thus helping to solve their problems while
giving them unique insight into your business and/or industry. This creates an
important shift in the minds of your prospects. You move from vendor to trusted advisor.

Vendors sell stuff. Trusted advisors dispense valuable information and educate.
Which one would you rather do business with?
The key here is that the information you offer must be of very high quality.
And, after consuming your information product, your prospects will be more favorably dis-
posed to knowing, liking and trusting you.

And, the quickest and fastest way to use marketing to crush your competition is to create in-
formation products that teach people how to do stuff. Let me explain with an example. Con-
sider my family’s experience when shopping for a private school for one of our kids. Granted,
private elementary schools are now known for their marketing prowess.

We did what all parents do. We called around. We meet with principals and teachers. We
looked at their curriculum. None of them used an information product to market to us. If any
of those schools had created a research report entitled “The Top 5 Ways The Private Schools
Rip You Off And What To Do About it,” we would have devoured that report in a heartbeat.

Or imagine if my quick lube place had created an information product entitled “9 Ways To
Cut Your Cars Maintenance Costs In Half Almost Immediately.” Again, I would have been
much more interested to go to that place that provided this value information.

Here’s the checklist that I go through when creating information products for my company
and my clients:

1. Figure out the main theme of an appropriate information product for

your business. Generally you’ll need to stick to “how to” stuff.

2. Brainstorm several information product ideas. Research report type information

products work the best in just about any industry.

3. Create the report either by hiring a virtual assistant to do it through

guru. com or elance.com. Or do it yourself.

4. Finalize the information product by having a graphic designer brand it

with your business, and make it look nice and professional.

I cover this topic in depth in my Referral Marketing System.

Simply go here now and check it out. Page 31 of 42

What’s The Most Valuable Asset In Any Business And
How To Use It To Create Maximum Wealth
The most valuable asset in your business is not your location. It’s not your name, or
your slogan. It’s not your logo. It isn’t even your products, your intellectual property,
or your proprietary processes. The most valuable asset in your business is your list!

What’s a list?

When I say list, I mean your customer list. The list of names, addresses, email ad-
dresses, and any other personal information you have on your customers.

The list is the most important part in any business because it’s where the recurring
revenue comes from. It’s the gold that you continually keep mining. A list of active
prospects (and even better yet, paying customers) is the vehicle you use to continu-
ally send offers to.

Say you have a children’s clothing retailer. If you had a list of 1,000 expectant
mothers, how valuable would that be to you? Answer: immensely! But you’d only
know that if you understand direct response marketing.

Direct response marketers understand that the larger and more qualified the list, the
more gold that can be mined from it. You can take a list of 1000 expectant moth-
ers, and use a three step direct mail sequence to present them some valuable ‘how
to’ information that teaches them how to be a better mom. When they respond
to get your free information, you then present them an offer for a packaged set of
newborn toys, clothing, whatever.

Or imagine you’re a restaurant owner. If you collected the email addresses of

everyone that comes into your restaurant, you can create customers on demand.
Say it’s a slow Tuesday evening and you’d like to fill your seats. You send out an
email to your entire list that says “buy one get one free meal for the next 2 hours
only!”. Then watch the stampede that comes busting down your door.

So if you’re not doing everything in your ability to collect names, email, and mailing
addresses of every person that comes in contact with your business, you are neces-
sarily flushing money down the drain.

Page 32 of 42
 The Seven Step Small Business Blackbelt Marketing System
So far, I’ve described tactics to market your business more effectively. That’s
all about implementation. But without a plan, implementation tactics don’t
get much traction. Not having a plan is the automobile equivalent of never
taking your business out of first gear.

So you’ve gotta have a framework to operate a marketing plan. Because

two things are abundantly clear to me after coaching and consulting with
small business owners. First, if you don’t have a marketing plan, you’ve got
very little chance of achieving big time results. And second, if you’ve got a
plan, but don’t stick to it, you’re going to be wasting time or money or both.

So here’s the Seven Step Small Business Blackbelt Marketing System

1. Document the clear action that the prospect is supposed to take. This
loops back to direct response marketing. What’s your call to action
supposed to get them to do? Examples include clicking to a Web
site, come into your store, cut out a coupon, call a toll-free number or
a pre-recorded message, take a test drive, or ask a doctor or a profes-
sional about your product, etc.

2. Document how you’ll get people to take this action. This loops back to
Reason Why marketing. Remember that? What’s the #1 reason I
should do business with you over your competitors. The best strategy
here is to offer a valuable information product that cures some pain the
prospect has or tells that how to do something.

3. Document your target market or markets. Here’s an example for my

business to give you a feel for what I mean. My target market is en-
trepreneurs operating businesses with 1-75 employees.

4. List the marketing media you’ll use to reach these prospects.

(I give you a list in this Crash Course).

5. Write out your Total Business Message.

Page 33 of 42
Small Business Blackbelt Marketing System continued.................

6. Set your marketing budget. Instead of setting a discrete amount of

money, I recommend expressing your marketing budget as a percent
of your gross sales. In 2006, the average U.S. business invested a mere
4 percent of gross revenues in marketing. That’s because they don’t
understand direct response marketing, call to action, and list building.
I tend to recommend that you invest about 10% of your gross sales to
direct response marketing campaigns.

7. Create a marketing theme for your business for each month on the
calendar. Then develop a discrete list of actions that relate to that
theme. So maybe January is Referral month. In January, you might
have five small projects that you’re going to execute to install a refer
ral marketing system in your business. Go here to learn more about ac
tually doing that. Then February might be Pay Per Click month. So you
might have an action list of four to five things you need to do to get a
Pay Per Click campaign up and running. Then March might be direct
mail month. So you go out a rent a list and do a three step mail se
quence of postcards and standard sized 10 envelopes with a good
sales letter. You get the picture… Each month on the calendar is dedi
cated to some marketing media. And then you publish that for every
one to see. And you attach clear goals of the number of leads that you
want to generate each month.

Let me warn you. You’re going to get frustrated that some of the marketing
actions you take won’t work. Understand that we never know how a market
is going to respond to any single media (email, direct mail, inbound telesales,
etc). So it’s your job to test numerous media to see which ones work best.

Page 34 of 42
And when that little red man with the pitchfork is sitting on your should
whispering to you to stop your marketing, you should remind him of this:

1. Your target market is always changing. New people, new prospects,

new trends, and demographics, and new lifestyles change the market
place. 20% of all Americans move each year. 33% of all Americans who
are in their twenties move each year. And the average U. S. citizen
moves eleven times in a lifetime. And consider that about six million
Americans get married each year. If you stop marketing, you’ll be miss
ing the evolution of your market.

2. People have an incredibly short memory. Americans are bombarded

with approximately 4,700 advertisements and marketing messages each
week. That’s a tenfold increase over the past fifteen years. A study
done on this topic was performed regarding TV commercials. A par
ticular commercial was shown on TV once each week. And they aired
the spot for thirteen weeks straight. After the thirteen week period,
only sixty-three percent of the people surveyed were able to remember
the spot. Fast forward one month. Only about thirty-two percent re
membered it. Shockingly, about seventy-nine percent of those that say
that ad aired for the entire week forget about the ad in a mere six
weeks. Having a continual marketing plan, and working that plan is how
you stay ‘top of mind.’

3. Direct Response Marketing is absolutely, positively required for survival

and success. If you decide to stop marketing, your prospects surely
won’t know you, or that your business exists. If you pull the plug on your
marketing efforts, you’re on the path to going out of business.

4. Customers get board and leave you for no good reason other than
boredom. When you cease your marketing to your prospect and cus
tomers, they’re gonna get board. In this age of instant gratification,
iPhones, and bright shiny new objects to buy, people lose interest in your
faster now than they ever have. There’s just too much other cool stuff in
the world to command their attention. Sadly, when you customers stop
hearing from you, you give them an excuse to be bored with you.
Which gives them a reason to leave you?

Page 35 of 42
Where To Get An Avalanche of Prospects Beating Down Your
Door – Marketing Media Examples
Here are a few of the commonly heard about, but often misunderstood, media that
you can and should be testing in your business.

Direct-Mail Marketing

√ This is the best media to use as a small business owner. In fact, if you held a
gun to my head and forced me to pick just one marketing media for me to
use for the rest of my life, I would pick direct mail. You must, MUST, become
an expert at copywriting and using direct mail.

√ When you study the Forbes 400 list of the wealthiest people, more billionaires
made their money using direct mail than any other media.

√ In well run larger companies, marketing directors prefer direct mail. About
eighty-nine percent of them use it to generate leads. And about forty-eight
percent of them use it to sell stuff directly to the consumer.

√ I’m convinced that the four most important elements in direct mail are 1. the
right list, 2. the right offer, 3. the right copywriting, and 4. the write graphical
embellishments and photos used to spruce up the letter. If you had to pin me
down to just one element as the most important element that would definitely
focusing on the right mailing list.

√ Do anything to get your envelope opened. Put teaser copy on the outside of
the envelope. Or don’t mail in an envelope. Mail in a three dimensional item
like a plastic trash can, a hollow coconut, or an oversized pill prescription bottle.

√ There are a ton of advantages of direct mail over other media. Here are a few

Page 36 of 42
√ You can rent a mailing list of just about any demographic or charac
teristic you want. If you want one-legged red headed married men
with gross incomes over $100,000, you could get a list for that.

√ You can easily measure your response when you employ direct
response marketing.

√ It is far more easier to closely match the message and your offer to
your prospect. That reason why is because you can get a micro
segmented list that is precisely matched to your message. It’s the
equivalent of smart bomb selling.

√ When done properly with good personality driven copywriting, direct

mail will always yield the highest results. And it is very easy to do a
low cost test to several lists to see which ones will be most responsive.

√ Direct mail levels the playing field for you as a small business owner.
You’ve got access to the same lists that big companies do.

√ You’ve got a secret weapon that big businesses don’t have with
direct mail. You can be highly creative, highly personal, and highly
unique in your copywriting. Big businesses are too scared to do that.

Newspapers

√ Consider which newspapers best match your target market. There

are metropolitan newspapers, local papers, national newspapers,
shopper-oriented circulars, c1assified-ad newspapers, campus news
papers, business newspapers, ethnic newspapers, and daily, weekly,
and monthly newspapers.

√ Newspaper quote you their circulation. When you see a circulation

number, go ahead and triple it to get the real number of people that
read it. When a family or an office has a subscription to the paper,
and several adults and multiple kids read each issue, this is counted
as one single subscriber.

Page 37 of 42
√ Test the right newspapers. Remember that there are most likely far more
newspapers in your region than you ever imagined. Run an ad in as
many of the newspapers in your area as you can - there may be as
many as twenty-five. Use coupons in your ads. Have each coupon make
a different offer. Better yet, use the ads to promote a free bundle of
valuable information that your prospects would find really helpful. Then
use that to generate leads and build a big list. You might test at least
three or four newspapers.

√ Newspapers charge you a fee by the line or simply by the inch. And
there are fourteen lines to the inch. So if the newspaper charges you two
dollars per line, then you are paying $28 per inch. Say you’d like a ad
that’s ten inches high and three columns wide, you multiply $28 by ten
to get $280, then multiply that by three (for three columns) to get by
three, for a total ad cost of $940. And if you were to run that ad weekly,
it’d cost you about $3,887 per month ($940 * 4.3 weeks per month on (average).

√ Put a photo with a caption in your ad. Captions are the second most
read area of any ad after the headline. If you fail to put a photo or illus
tration in your ad, it will perform about twenty-seven percent less effectively.

Magazines

√ One of the most important reasons why people will buy from you, after conve-
nience, is confidence. A magazine ad screams confidence in your business be
cause the prospect thinks ‘if he advertises in here, he must be doing really well.”

√ A good, direct response marketing ad placed in a well targeted magazine gives

you huge credibility. You can get reprints of the ads and use them in direct mail
and say “as seen in <fill in the name of the magazine you advertise in here>.

√ A smart strategy is to run a regional ad in a single issue of Time or some other high
profile magazine that matches your target market well. Then you can use those
reprints at your check out counter, in your window, on your invoices, on your web
site, etc.

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√ Test, test, test first before making a big media buy. A smart way to test is to run
a dual track, often called split test, in a small sample. You can test two sepa-
rate offers, headlines, etc. Be sure to give each direct response call to action
a separate code so that you can measure the response of each ad. Then,
whichever one works best, roll that out in a full media buy.

Radio

√ Don’t do what most small business owners do. They overpay for radio air time. And
they fail to use direct response marketing. Be my guest if you want to, but you don’t
have to pay $1,800 or more for the airtime for a single thirty-second radio commercial.
That’s what you might pay in a big channel with wide listener base. Be very selective
and target radio that fits your target market.

√ You might be able to get a small radio spot for as little as $10 on a small station. And
when you do the Cost per lead (total $ spent on the spot / # of lead generated with
direct response marketing effort from that spot), you probably can get your cost per
lead lower on a smaller, well targeted station.

√ Always attempt to negotiate a lower rate. The published rate is not the rate that the
spot always sells for. You could conceivably pay just $7 for a single radio commercial
on a smaller, less popular station. You’ll certainly talk to more people with the $1,350
spot, but you will reach more than a few people with your $7 commercial.

√ Be consistent. One shot radio spots never work. If you were to spend $10 for five spots
per day, or $50, and you ran those spots at least four days a week ($400) for three 
weeks out of the month, you might be able to get that coverage for $1,200 a month.
This would ensure you are appropriately covering the listener profile for that station.

√ Test which stations work best. If you are not going to test multiple radio stations, stay
away from this media. Only using one station means that you are not participating in
a radio campaign. If you are only going to use one station, don’t even spend any
money in this media. If you are going to commit to radio, you need to test about four
or five stations. Be sure to run good direct response commercials on all five. Again, be
sure to make the response mechanism such that you can track the response from
each individual station. Then eliminate the three worst stations and invest in the best
two stations.

Page 39 of 42
The Marketing Report Card: 2 Metrics You Must Absolutely Know Or Else!
I’ve found that the very best and most successful entrepreneurs have a very good un-
derstanding of marketing and selling. And one of the ways they demonstrate that to
me is that they understand the following three marketing metrics. Generally, the best
entrepreneurs know these marketing metrics in their business because they actively
track and measure them.

Basically, Customer Lifetime Value is the amount of money each customer will spend
with you over the course of the entire relationship with your business less any marketing
costs it took to create that relationship.

Most business owners think of marketing costs in a ‘one shot’ deal. In other words, they
think to themselves “if it costs me $55 to market to this person, and they make a $40
purchase, then I’m losing money. That can be true in the near term. But you really
have to understand how much money that customer spends over the lifetime of their
relationship with you. If they spent $40 on the first transaction, then yes, you’d be $15
in the hole. But if they made (4) more $40 purchases over the next two years, then you
actually have a very lucrative return on that $55 marketing budget to snare that cus-
tomer.

This is why CLV is the most important marketing metric there is. It’s important in that it
encourages an entrepreneur to shift his/her focus from short term customer profitability
to long-term health of their customer relationships. Most importantly, the CLV value is
an important number because it represents an upper limit on spending to acquire new
customers.

Getting back to that example. You spend $55 to get a customer. Who then spends
$40 (initial purchase) + $40 + $40 + $40 +$40 over the next 2 years. So actually they
spent $200 with you. And it costs $55 to get ‘em in the door. So if, on average, every
customer spent $200 with you over two years, then you’d be willing to spend up to
$200 in marketing and selling costs to acquire that customer.

CLV is calculated like this: Average sum of all future cashflows from each customer –
cost to acquire that customer.

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This is the cost required to get a lead. So if you defined a lead as having the name, email,
and mailing address of a qualified prospect, then you need to know how much it cost to get
that information.

The reason why you need to know that is because the Cost Per Lead is a way to gauge the ef-
fectiveness of your marketing efforts across different media. If you market through direct mail,
your cost per lead will be different then if you use social media (Facebook, Twitter), You Tube
videos, Google Adwords etc. And of course, you’re always trying to drive your cost per lead
down which means that you marketing effectiveness is going up.

To calculate CPL do this: Sum of total cost to perform a marketing campaign / total number
of qualified leads you received.

That concludes my book on marketing like a millionaire. I look forward to helping you create
and install high performance systems that generate repeatable, predictable income.

Just in case you are one of the few who still does not receive my monthly print and ink news-
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that right now.

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Take Care,

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