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Get Better Results www.ResultsCorporation.co.uk
101 Proven Marketing Ideas for Your Business By Chris Newton & Haydn Rowe
Copyright © Chris Newton & Haydn Rowe Published by Results Corporation Global Support Pty Ltd & Results Corporation Europe plc 2010. This work is copyright. No part of this publication may be re-sold, reproduced or transmitted in any form or by any means, electrical or mechanical, including photocopying, scanning, recording or by any information and storage retrieval system, without prior consent of the authors and publisher. All rights reserved. Not exhaustive.
Warning – Disclaimer This book is designed to help you learn and profit from sound marketing strategies that have been proven over many years. But that said, as any book of this nature must, it carries a warning and disclaimer. Every effort has been made to ensure this information is 100% accurate, relevant and timely. The information in this book is no guarantee that you will produce results as described in the actual cases cited. Every business, and every businessperson, is different. These techniques and strategies in this book however, will give you the greatest possible chance of success. As a user of this material, you do need to acknowledge that this cannot guarantee your success. If you do not wish to be bound by the above, you may return the book to the publisher
Introduction Chapter 1: Chapter 2: 9 Secrets of Great Marketing 20 Simple Tips To Produce Advertising & Marketing That Works! 15 “Secrets” To Writing Sales Copy That Breaks Through and Get Action! 4 Tips to Harness the Power of Packaged Information 11 Ways to Make Your Website Work for You! 11 Tips for Pay-Per-Click Advertising Success 6 Ways to Make the Most of Email Broadcasting 14 Ways To Take Your Selling To The Leading Edge 10 Tips On Providing Superb Customer Service
Hello and Welcome…
Hello, And welcome to marketing that really works. Marketing that, no matter what the size (or nature) of your business, will give you proven, dramatic and measurable results. As you read through this special report, you’ll discover incredibly powerful concepts, strategies, tips and insights. You’ll discover idea after idea, based on real case studies, real business success and achievement, that you can adapt and apply to your business today. Concepts that are drawn directly from our Marketing Help Online members only web resource, our Business Builder Programme or our high level Coaching programme. The material that you are about to read breaks some of the so-called marketing “rules”. It is designed to make you think, and act, in a way that changes your business results for the better, forever. Sometimes, when we’re too close to our business, we simply don’t see the myriad of simple ways to increase our profits. This report is not a magic wand. Owning it and filing it away under “L for Later” will not change your fortunes. Growing your business will require effort; and not everything here will work for every business. Real success will come when you apply, test, measure and refine these marketing techniques. Here are 101 proven marketing ideas and tips that will help you unlock some of the true potential of your business. Enjoy…
Chris Newton & Haydn Rowe Results Corporation
© Copyright Results Corporation 2010
000.100 x £1.000 on an ad or © Copyright Results Corporation 2010 2 .000 x £1. Measurement is vital to marketing success. the founder of Results Corporation. if we don’t measure. there are a few key numbers that you’ll need to identify and measure… Cost Per Lead – for any given marketing activity. you can’t manage”. But there are only 3 ways to grow your business. The now famous three ways to grow your business formula was developed more than 20 years ago by Chris Newton.331. value and frequency by 10%. how will we manage this vitally important part of our business? To avoid this costly mistake. In this example we will assume that you can increase your clients. Clients x Value x Frequency = Sales Revenue 1.000 x 10% x 10% 1. You’ve probably heard this saying … “What you measure. Most businesses don’t measure their marketing results. You need to ask yourself.your clients buy more often So. what does it cost you to generate an enquiry? If you spend £1. You increase the average value of an order or invoice 3. the exact opposite is usually common practice … “What you don’t measure. Vital.100 x 2 x 2.000 10% = £1. Well in marketing. Here it is… 1.. You get more clients or customers 2.. You increase the frequency of purchase .1%! 2. but because of the compounding effect an increase is sales of 33. There are only 3 ways to grow your business. There are 101 proven marketing ideas in this report … and many more exist and help boost businesses of all types and size every day.2 = £1.Chapter 1: 9 Secrets of Great Marketing 1. how do you use this to grow your business? The first step is to examine the effect of applying an increase in each area of the formula.000 The net effect is not a 10% increase in your sales. you can manage”.
Let’s say that on average a customer will buy from you 3 times a year. set yourself a working limit.marketing campaign. So you’ll also need to consider the Average Sale Value. on the same page. he explains the concept of 'split run testing'. email or web page you may like. letter. on the same day. How? There are multiple print presses used in printing a newspaper. and you get 10 phone calls. email broadcasts. The results will often surprise you. If you divide your annual turnover by the number of transactions. then when they're 'shuffled' as they come out of the other end to be bundled up and sent off for distribution. You owe it to yourself to test your message. they offer the perfect split run test! Doing this with ads. but quite simply it’s the amount of money you’re prepared to invest in acquiring a new customer. © Copyright Results Corporation 2010 3 . Seriously though. web pages and Pay-Per-Click ads allows us to become marketing scientists – we can conduct experiments (tests) and let the market tell us which version they like best. and stay with you for 3 years. what does it actually cost you to win a new client? If two of those enquiries turn into new customers.500 profit over 3 years … now paying £500 to win a new client doesn’t seem like a bad idea. may well be costing you dearly in lost sales. In John Caples classic book. so printing press 'A' can have ad 'A'. He was describing two ads that ran in the same paper. Tested Advertising Methods. and press 'B' can have ad 'B' .. Shock you even. it might be time to re-think the ad or campaign! Average Sale Value – for most businesses. That means each of the customers above is worth £4. It tells you that the ad. does it? Allowable Cost of Acquisition – it’s a fancy name. Measurement is the secret to your success. Become a marketing scientist – test. and use it to rule marketing strategies and techniques in or out of your marketing schedule depending on whether they perform to this benchmark. Simple. You owe it to yourself to measure the responses to all your marketing collateral. Cost of Acquisition – the same idea. that’s £100 per lead. of course. With an eye on the Lifetime Value. 3. the cost of acquisition is £500. or even love. every sale will be different … and there’s no way of knowing what the next customer “through the doors” will be worth. If you’re selling something that generates £500 profit. but this time. it is a powerful lesson in effective marketing. you’ll find that figure. test.. test. Lifetime Value – this can make all the difference. direct mail campaigns. It’s vital to understanding what works for you and what doesn’t.
Everyone has heard the famous quote from American department store magnate John Wanamaker . One of the biggest marketing mistakes. For some businesses. Stop! Clearly identify your winners. much worse. marketing is a glob of randomly developed. the trouble is. We see it time and time again. to treat your marketing just like you treat the rest of your business. For many businesses.based on the numbers we get from clients when they first start to really measure marketing results. Another big mistake made by many businesses is… Failing to continue to run marketing that works. I don't know which half. When you start to measure. 5. a campaign that works is cut to be replaced by a “new” version. Huge. 15 years or more. It is usually much. ad hoc activities. unmeasured costs and “stuff” that happens when there’s a bit of spare time between doing “real business”. Another big mistake. 6. 10. Run them as often and with the widest possible target audience as possible – until the day they stop working. right now.." Well. So. how do you set about making all this happen? The first thing to do is to make a decision. Big. This alone could transform your business. and every element must be proven to earn its place in the system. Mr Wanamaker was probably wrong . Your marketing needs to be systematised. something that is more exciting and fresher. he was being very optimistic. Create a marketing machine. letter or email off the production line. One of Jay Abraham’s (our colleague and America’s highest paid marketing consultant) biggest marketing mistakes is… Continuing to run marketing that doesn’t work. and back them to the hilt. It looks a bit like this: © Copyright Results Corporation 2010 4 . "Half the money I spend on advertising is wasted. or the next ad. that can be 5..4. you will have the information you need to identify and cut wasted marketing expenditure.
For businesses that really make their marketing work. but if you can “map out” your business like this. you’ll be able to control it. © Copyright Results Corporation 2010 5 . it looks more like this: Yours might look different: have different activities. rather than it controlling you. different processes.
uk/MARKETINGSALESMACHINE. 8. You see that “50%”? That means if you’re running a business with an average 30% Gross Profit margin.The left hand column contains the lead generation activities… anything and everything you do to promote your business to the market place and attract people to you. And surely. these are the things you do to keep your customer loyal. if you 'only' achieve a 20%. the crowds of bargain-hungry buyers rushing through your doors will more than cover the cost of discounting. which shows the true impact on profit of discounting your prices.co. Run your finger to point where “30% Gross Profit” intersects with “10% Discount”. “20% OFF” or even “50% OFF” might seem like a great way to get people to put their hands in their wallets. 30% or 40% increase in sales you make less money. right? Probably not! Take a look at the table below. Just to maintain today's profitability you and your people have to work 50% harder. Before you decide to discount. (You can view a short video on how to Create a Marketing Machine at www. You can hear your salespeople protesting © Copyright Results Corporation 2010 6 . your machinery and equipment have to handle 50% more output . And in the right hand column is your customer nurturing activity. Charging what you’re worth.especially now.and that's before you consider the potential negative hit on your cash flow. make sure you fully understand the consequences. The steps you go through to take a “lead” and turn them into a paying customer. happy and spending more money with you. And you make no more profit. the truth is that for most businesses a price cut is a recipe for disaster. Offering your market place a tempting “10% OFF”. From left to right is your sales process. In the central column are your “prospect nurturing” activities… the things you do to keep a prospective customer interested and to stay in touch with them until they either become a customer. and you drop your prices by just 10% … you need to generate 50% more sales just to stand still. 7.resultscorporation. or rule themselves out. you may need to drastically increase stock levels. What about putting your prices up and charging what you know you’re worth? Crazy you think . The hidden dangers of discounting.asp?S=1. In fact. While for some businesses a price cut can result in enough new sales to increase profit. Once you’ve won that crucial first sale.
already . 9. create powerful sales letters. You'd be doing less work and making more money. they can’t help your © Copyright Results Corporation 2010 7 . And you have to ask. Certainly. The biggest reason for failure – FTI. except that if you do nothing. You can write fantastic ads. or your revenue could drop by 20% and you'd actually be better off.you'll lose customers. Being “too busy” to actually knuckle down and put effective marketing techniques in place. FTI or Failure to Implement. we’d be competing to see who wears the cheapest clothes … who drives the cheapest car … and who eats the cheapest food. more important. you would have to do 20% less business before it affected your net profit In other words. It’s what gets in the way of most business people’s chances of success. 20% of your clients could leave. you can guarantee that nothing will happen”. if we all bought on price. you'll go out of business and your competitors will have a field day. price is always a consideration. Again based on a 30% gross profit margin. and design compelling prospect and customer nurturing systems … but if you don’t put them in place. have a great website. in most cases. if you put your prices up by 10%. Do you? We’d be taking legal advice from the cheapest lawyers we could find and trusting our financial performance to the cheapest accountants. what are the chances that 20% of your clients would leave if you are doing a great job and providing excellent value? After all. But consider this. There’s a saying: “There are no guarantees in marketing. but Value for Money and a clear understanding of what your product or service can offer is.
get stuck in. a solid map of your existing lead generation and nurturing strategies. and a healthy scepticism when it comes to knock-down prices. armed with a clear understanding of the important numbers in your business. and apply.business. The only way to identify the marketing techniques that will make a real difference to your bottom line is to roll your sleeves up. let’s roll up some sleeves and dive in… © Copyright Results Corporation 2010 8 . Let’s Get Started! So.
it can set you apart from the rest . the call to action (and yes.. So. be informative … and communicate powerful reasons why someone should buy your product. but you’ll see the point. the copy. or "getting your name out there". even the design).000? And so on … Of course. In fact as Master Copywriter. literally. If you don’t see yourself as particularly “creative”. you don’t have to be clever or fancy to create effective ads. from the headline. David Ogilvy. wouldn’t you be crazy not to take that £1. funny headlines. I don’t want you tell me that you find it “creative”. even the tiniest business could have a massive ad “budget” and make a mint.” Most ad agencies have never discovered that truth. Look at it this way. With this new way of looking at marketing a business. then this will be great news! You see.Chapter 2: 20 Simple Tips To Produce Advertising & Marketing That Works! Advertising and marketing is one of the most misunderstood business growth opportunities today. once said: “When I write an advertisement.. If you run an ad that costs you £500 but it makes you £1. and you’ll sell your © Copyright Results Corporation 2010 9 . The fastest way to wealth through advertising is to not have a budget Now that doesn’t mean don’t advertise. 11. I want you to find it so interesting that you buy the product. compelling reasons to do business with you. Be interesting. Every element. it's also a real money-eater.000 and make £2. this is a simplified proposition. Great advertising isn't about glossy ads. can be tested and measured to find the combination that delivers the best results for you. What it does mean is this … once you develop ads that truly work and you can measure the results so you know they’re paying for themselves (and you’ll see how to do that in these pages). But when you get it right. you should “recycle” the cash.000. It's about using every available inch of space to give your audience specific. how do you make your advertising really work for you? 10. And if you get it wrong. They focus on winning awards instead of sales.
(The exception? Customer acquisition © Copyright Results Corporation 2010 10 . Guarantee your product and be outrageous in just how far you’ll guarantee it … and it becomes something that will set you far apart from your opposition. Sell what it does. So why not guarantee it … and shout the fact in everything you do? Many business owners are reluctant to offer guarantees because they fear they’ll lose more than they gain from it. Look at your ad as a sales person “in print” … apart from exceptional circumstances. The other “XYZ SOLAR BLANKETS”. 13. not your product. Simply learn how to communicate this skill in the way you write. 15. In reality. Work out instead how to add value to your prospects. No one gets excited about your name. you wouldn’t be selling it. 14. the exact opposite is true. “sell the sizzle. So don’t be fooled into thinking your name at the top of an ad constitutes a headline. Putting an “offer” in your advertising can lift the response by 3000%! How much can you give in order to get business? The power of your offer should never be under estimated and (in most cases) should not be a discount. the Results Report. Sell your benefits. Your name or logo isn’t a headline. It doesn’t. Research clearly shows that “effective” advertising has a lot to do with being a skilled salesperson. And write as you speak! 12. One had a headline that simply said “XYZ POOL COVERS”. we featured 2 small ads in our marketing newsletter. If you didn’t believe in your product.product in larger quantities than you ever dreamed possible. Don’t sell your product or service. You’ve probably heard the saying. 16. What the headline should have promoted was year round swimming and all the benefits that come from that. Package in extra value … something for which they have a genuine need that maybe costs you very little to provide. Done properly. it has to earn its keep. You may have heard the adage that people don’t go into a hardware store because they want a drill bit … what they want is the hole! Some time ago.“An XYZ SOLAR BLANKET will keep your pool warm during the cold winter months” is a great example. It is a waste of money. your sales will soar. not the steak”. Only what you can do for them. Every single ad you run should at least pay for itself. Only put your name in the headline if it’s with a reader benefit . Pool owners don’t want pool covers or solar blankets.
They flow in and out of your market with their needs. Your headline is the most important part of your ad.000 in new sales. When he got back to his business. eat and breathe your business. To them. the market place is a “passing parade”. you’ve “warmed up” and you start to get excited about what your product can do. it’s very easy to become “bored” with your advertising. Ads that look like blown-up business cards are a complete waste. By focusing on creating ads that pay. whacked himself on the head. more efficient and more effective. you’ll find that your advertising will … by necessity … become leaner.programs that run at a loss initially but have the potential to earn considerable repeat sales). your message is fresh and new. and then months testing headlines … because they understand the dynamics. he rekindled it and generated £40. address. They merely state the company’s name. 17. You must offer reasons to a potential client if you want them to do business with you. However. phone number and perhaps the slogan. A great headline can lift your return on advertising twenty times! 18. One of our clients heard this at one of our marketing seminars and then and there. 21. don’t try to fix it! Because you live. 19. It will also become more accountable and you won’t be wasting your valuable advertising pounds. So an ad should only be dropped if and when you come up with another to beat it … or if it stops working for you. if you don’t “flag” your prospect. This one statement will pay for itself 100 times over! … Once you’ve written your headline. But how do you come up with a good theme for a headline? Strangely enough. We call them “name. Look in your ad for the powerful selling theme that should be your headline. Why? Because by the time you’ve written some copy. you’ve spent between 75% and 80% of your entire advertising pound on that ad! You see. Targeting … the 1. 20. He’d dropped a successful ad purely because he was tired of it. all the best copy and offers in the world will go unnoticed. it’s usually hiding in the body of your ad. If it isn’t broken. The world’s best copywriters often spend weeks writing headlines. rank and serial number” ads.000% leverage factor! © Copyright Results Corporation 2010 11 .
your reader will too. the length of your ad or sales letter depends entirely on what you intend to achieve … and what you must say in order to achieve that goal. How long should your ad or sales letter be? This is perhaps the most frequently asked question in advertising. clever ad that uses a lot of white space. The more you tell. Test! Test! Test! We’ve discussed testing earlier in this report. As we’ve already discussed.000% by changing your targeting … and 300% depending on the offer you make. But one very important point: Don’t be frightened to write ‘long copy’ when the situation demands. A copy intensive ad will generally out perform an “arty”. Some of the most successful sales letters of all time are 11 pages or more. So tell them. your ad will be shorter than if your reader has no idea of who you are and what you can offer them. You’re an expert. You see. And the answer seems trite: It should be as long … no longer. If you can lift your response by 1. long copy sells. 25. If something is important. Study “mail order” ads. if your reader is familiar with your product. Unless you do. Now your product © Copyright Results Corporation 2010 12 . You know your product and everything about it. the more you sell. no shorter … than necessary to make the sale. tell you reader … again and again. They don’t. you’ll never know “how high is high”! 23. people like to know exactly what they’re getting for their money. Obviously. Experience shows us over and over that well written. But in terms of your advertising look at it this way. magazine. aren’t these things worth testing? Testing to find the winning formula and double your profits … or more! This is perhaps the most valuable piece of advice in this entire report. direct mail list? And that leads to … 22. 24. Are you using the right newspaper. The results are absolutely proven.Imagine it! Getting a ten times increase in your sales simply because you targeted your market better. Never assume your clients and potential clients share this wealth of knowledge. Because you can become a marketing guru by testing what works. People are hungry for information … especially when they have to make a decision. benefit orientated. Never assume that because you know exactly what you mean. Why? When they’re about to invest their hard-earned savings in a product or service. you live and breathe your business.
If you were to advertise a drill bit. “Hot words” to make your ads sizzle. N. Certain “power words” keep appearing time and time again. This is quite simply. PEOPLE. Typefaces can really make a difference! Using a sans serif typeface (like this) may look trendy. WANT and WHY. An analysis of 100 of the most successful headlines ever written revealed an amazing pattern. using front and back … and is it unusual enough that people will want to keep it? © Copyright Results Corporation 2010 13 . catchy ads. 26. participants scored a low 12% comprehension when reading body of copy set in sans serif compared to 67% comprehension with the same body of copy set in a serif font such as this.may not be mail order … but believe one thing … those people measure exactly what works. Their “copy intensive” ads out perform short. Does the word YOU or YOUR appear in your headline? 28. sans serif works great for headlines… but not “body copy”. Be more specific and tell the reader exactly what they stand to gain from using your product. you shouldn’t simply say: “The XYZ drill bit is made from the most advanced industrial drilling compound known to man”. “The XYZ drill bit is made from the most advanced industrial drilling compound known to man … which means you’ll be able to drill holes 23 times faster than any other drill bit and into 45 different building substances. 29. Business cards … the forgotten form of advertising. Here is a far better example. Here they are (with the number of times they appeared in brackets): YOU (31) YOUR (14) HOW (12) NEW (10) WHO (8) MONEY (6) And 4 appearances of NOW. Your advertising should be as specific as possible. the most advanced drill bit on the market!” So be specific in your advertising … it really works! 27. Is yours a plain piece of white board with the minimum information on the front and nothing on the back? Or does it really spell out everything you do.B. But in controlled tests using printed material.
waiting to be asked to buy. So you’ve saturated your existing mailing list and you need to attract new customers. © Copyright Results Corporation 2010 14 .Chapter 3: 15 “Secrets” To Writing Sales Copy That Breaks Through And Get Action! To make your business letters. written communication plays an absolutely vital role in the day-to-day operation of your business. Only 32% according to research are able to think analytically! Makes you think about the truth of that adage “K.S. By developing this market alone (without any outside advertising) we’ve helped business boost sales by 125% and more … at a fraction of the cost of using general media. Or it may be their pre-existing antipathy to “junk mail” … On top of that. remember this point. doesn’t it? But despite these challenges. a painter and a renovator). Astonishingly. It may be the stress and pressure of their own problems. you have some challenges that you may not have even considered … illiteracy. you have to crash through a barrier put up by the reader. What do you do? Think the unthinkable! Talk to other business people who attract a similar customer profile to you … and discuss the possibility of swapping lists (for example. They have six to ten times the propensity to buy! Before you consider writing to a “cold” prospect list (people who aren’t already your clients). This barrier may be pure disinterest. sales letters and direct mail really work. 30% is semi-literate. Your hottest prospects are just sitting there. So how do you break through these “barriers”? How do you make your mail really work for you? And how can you write more effective sales letters? Here are 15 key secrets to achieve those objectives … 30. 31.S. 15% of the population over 15 years of age is completely illiterate.I. The “hottest” and most profitable prospects your business will ever have … are those whose details you already have! You’ll find them in your filing system under “customers” and “past customers”. or Keep It Simple Stupid!”. emails.
cloth. Will this make you more sales? Up to 500% more. try something like this: Thank you very much for phoning today. I’ll call you in the next few days …” Then call. Do not hesitate to contact us for further information”. You’ve written an awesome sales letter or email … spent hours sweating over every sentence. © Copyright Results Corporation 2010 15 . Please find our brochure enclosed.It’s a win-win situation … because both parties increase their client base and a wealth of “new” business opportunities. By using graph paper. A brilliant idea from one of our colleagues was in a promotion for a particular type of window. But does it go out to the prospect with a closing line that effectively says. “punchy” sentences and paragraphs). you may as well have said that! Don’t let it happen. copy on clear film. but with thousands at stake. Especially if the other person will “endorse” you to their past clients. It was exhilarating talking to you about your plans for expansion. burned edges. 34. canvas … anything that dramatises your message or ties in to your product … you can dramatically improve the readership and effectiveness of your letter. say something pro-active like: “Because this is so important for your business. a tiny “investment”! 33. very heavy parchment type paper. “Please don’t hesitate to throw this letter in the bin or delete this email”? Of course it won’t use those words. Taking the positive role in your sales letters. 32. What should your “covering letter” say? A magic way to get a prospect “into” your brochure is to lead them by the hand in your covering letter. Try breaking through the barriers with unusual paper stock. but if it says “Please don’t hesitate to call me for more information” … or words to that effect. Don’t say. wherever possible. The “letter” was printed on the glass pane of a miniature window! Expensive “per unit”. Instead (using short. you can achieve up to 10 times the response you’d get from renting a “cold” list! We often help our clients with the writing of these letters because done properly it’s a virtual gold mine! The money they pay us is returned many fold. “Thank you for your enquiry. And the result can be dramatic.
but don’t let your letter be “hacked” about until it’s a “camel”. isn’t it? 35. how your extended service warranty will … (and so on). have an uninvolved person … preferably from your market … read through it and give you feedback. Offer something of real importance to your prospect in the very first sentences. By giving your opening impact. a second opinion is one of the most powerful letter-writing tools. (A camel is a horse that was designed by a committee!). the structure of its content. They are more alive.Your future business is clearly going to be an exciting time for everyone on your team. Look. for example. Based on what you told us on the phone. A word of warning: Take advantage of the observations a “fresh eye” can make. When you’ve completed your letter. this model will solve the 3 main problems you have right now. … you’ll also see on page 6. its length. whether or not they could understand it. It’s almost like you’re actually there with them. The power of a second opinion. the readership of your letter will soar! 36. Be interesting. Be provocative. emails aren’t couched in the same archaic language that still pervades most letters. Say what you’d say in person. And that’s why we know you’ll be thrilled with the way our “widget” will help you in your expansion. with reference to your correspondence of the fifth instant …”? Hardly! They’d have you locked up. Ask them about the opening of the letter. be different. Specifically. More “now”. 37. on page 2. So.000! What does this tell us? The only way to keep your letter out of the bin … at least until it’s been read … is to get your prospect’s attention and build their interest in the opening of your letter. Ever noticed the difference between the letters you receive and the emails you receive? Strangely. That is how your letters should be! Can you imagine going up to a friend in the street and saying “Dear John. © Copyright Results Corporation 2010 16 . the power of its offer … and most importantly. It simply doesn’t matter whether you’re a full time advertising copywriter or a “now and then” letter writer. How to open your letter so it doesn’t end up in the bin? If you can get your prospect to read the first 50 words of your letter … say the first half page … they will generally read the next 500 … or 1.
Test your direct mail and email. the P. Using direct mail can be very expensive. you won’t get the order … regardless of how much the prospect wants to make it! Ensure your response device isn’t ridiculously small. thanks for the letter you wrote back on the fifth. © Copyright Results Corporation 2010 17 . It has happened. response device. 41. It will make your letter more effective and it will save you thousands of dollars in wasted opportunities. “Call us before June 30 to receive your special bonus …”). you’re able to identify … and change … any problem areas and inconsistencies that may exist.S Interestingly. Use this “hot spot” … to tell your prospect something valuable. Also. But with one proviso … only test one element at a time. how on earth can you fill in the coupon? 40. And whatever you do in your coupon. Make it easy to buy. let alone complete one. etc) become separated from the main letter package.Better to say “Hello John. And unless you have some “white space”. to emphasise a key point in your letter … or to ask for them to act in a particular way (for example. So it’s vital you get it right. It’s been proven to increase response by up to 100% or more. Or have a “hotline” free phone number. There’s nothing more frustrating than needing a magnifying glass to read a coupon. mailing list … everything that may have an effect on the outcome of your mailing. 39. offer your prospects credit facilities. The power of your P. The best way to do this is to test … your letter. payment terms.S in a letter is read first by most people. order cards. envelope. Wherever possible. Often direct mail response devices (coupons. If it doesn’t. So make sure your mailing address appears on them. So don’t waste the opportunity. don’t let a typesetter set your response device in “reversed out” type (white on a black background). Hey. offer. Some “golden rules” for your coupon or order card. 38. by testing your letter on a small section of your market before launching your full campaign. otherwise you won’t know what improved your response. those suggestions you made were terrific …”. Constant testing is the key to successful direct marketing – whether you are using direct mail or email.
With direct mail letters. Firstly. that your audience has a need for what you’re offering right there and then. That is. if your letter is offset printed and not personalised. Research shows that response rates to sales letters and emails dramatically increase if you continue to contact your targets over time. Then you can just go back and edit! 44. Write or Email More Than Once. Only one person can read a letter at a time. try “handwriting” your P. don’t use the salutation.And another point. But if you’re selling computer software systems. 43. Indent your way to success. Here are some final “trade secrets”. for a personal touch. The blank piece of paper or computer screen seems to “thumb its nose” at you while you sit there suffering from “writers block”. think of just one person … a client. they’re not going to buy today. This takes away much of the fear of writing to a mass audience. you highlight those paragraphs to the readers' eye. Write to one person. It will increase the readership of this “most read” part of your letter even further. you’re taking a chance on a number of coincidences. (Incidentally. By indenting (heavily indenting) certain paragraphs. “Fellow Members” or “To All Our Customers”. Once they start. Sooner or later. 42. © Copyright Results Corporation 2010 18 . a friend … and write just to them. and someone you write to just replaced theirs… it doesn’t matter how good your message is. makes your letter more personal and warm. to overcome writer’s block … just start writing! Writing is hard. your thoughts will flow. Firstly. Secondly. editing is easy. That will keep your reader reading. A highly effective “involvement device” that helps you do this is the indented paragraph. It’s a great way to emphasise a key point. Write it as if you’re writing to them!). it’s important to keep your reader reading your letter. and allows you to focus on the things that are important to one person. Let’s face it. It also helps to “break up” the layout of your letter so that you dramatically improve its readability. Writing can be tough. So write anything … just start. Because soon you’re going to ask them to take some action … the action you want them to take. have it printed in blue ink in handwriting.S. Consider: if you write one sales letter and send it to 1000 people.
research shows that response rates to multiple contact strategies increase exponentially. Of course. and you get to build a relationship simply by staying in touch. they trust you enough to get in touch after just one approach. if you’re writing to a “cold” audience. You also get to “drip feed” them critical information. you increase the chances of coinciding your message with your audience’s need. However. until you leave more than 90 days between contacts. Thirdly. and over two mediums (email and post) there are several advantages. you’re trusting that your letter gets through.Secondly. diligent “gatekeepers”… there are a number of reasons why your target may not get your message. of course. the advantages of writing and emailing to 200 people. By spreading your message over a period of time. at which point you effectively start again from scratch … so consider 90 days as your maximum break. consider instead of writing to 1000 people. Postal service interruption. So. if they have a need for what you’re offering. 5 times each. you’re hoping that. and they get your message. 1-2% 2-3% 7% 30% 60% © Copyright Results Corporation 2010 19 . How frequently you contact them will depend on the nature of your offer and your product. 90 Day Calling Cycles The First Cycle The Second Cycle The Third Cycle The Fourth Cycle The Fifth Cycle .
46. or “Free Report” could deliver a 2000% boost to your enquiries. If you’re selling or providing something with any degree of technical specification. you can get more response from your marketing and from qualified prospects. “Buyer’s Guide”. You can build a really positive relationship with them from a very early stage. and positions you as both a voice of authority and a trusted advisor. and then go on to nurture them towards a sale. or where a truly considered purchase is required. set yourself up as an authority in your field. the customer has two needs. you can carve a niche for yourself by offering information that helps people make the right decision. Balance your content. then Packaged Information could be the solution. The content of your guide. Here’s how… 45. then this is likely to be the case for your customers. While your competitors scrap over winning sales.Chapter 4: 4 Tips to Harness the Power of Packaged Information If you’re looking for a way to get ahead of your competition. and create a stream of new enquiries from people who are sat squarely in your market place. Writing a “White Paper”. report or white paper is critical. For many products and services. Here are just a handful of Packaged Information titles to illustrate the point: “10 Things You Must Know Before Replacing Your Office Telephone Systems” “How to Avoid the 5 Most Costly Mistakes Most Print Purchasers Make” “7 Questions You Should Ask Your Martial Arts Instructor” “How to Get the Best Price When You Sell Your Home” By offering answers to the questions your customers are posing. The second need is for the product or service … but the first need is for information. © Copyright Results Corporation 2010 20 . Understanding “First Need” and “Second Need”.
Remember: this isn’t an “ad”. write down a few points that your audience may already have considered. contact them to let them know you’ve received their request. avoid stress… Finally. Packaged Information should offer your audience useful information that helps them make the right decision. if I hadn’t found that out. and in with that “permission” allows you to continue to market to the reader over time. and let them know when and how they will receive it.Whatever subject you’re writing on. Try breaking your content down into 3 categories: Firstly. If it’s written as an advertisement for your company. it loses its value (of course. write the content as though you had been paid to write an impartial guide. You want to get them thinking “Wow. The beauty of Packaged Information is that it is free to the user. the objective of course is to generate leads. 48. save time. and a conclusion inviting the reader to contact you if they have other questions is perfectly acceptable). Don’t simply give it away. give them some ideas that will really help them make the right decision … show them how they can save money. the definitive guide on the topic. This will help you to identify their needs and decide if they’re in the right market for you. It allows them to begin building a relationship with you without having to either spend money. and nurture them towards a sale. You can put them at their ease by doing this and make sure they don’t simply dismiss your guide as being “too complicated”. it will display your contact details. remember to double check that your business “ticks all the boxes” – that way. Critically. I’d have wasted my money buying something that wasn’t right for me at all”! 47. As a lead generation tool. you’ll have all the right answers to their questions. Then. or step into the “buying circle” until they are ready. hit them with a couple of real “nuggets”. © Copyright Results Corporation 2010 21 . However. casually ask why they requested it. it’s given in exchange for the prospect’s contact details. But Packaged Information is not completely free. Don’t write about yourself or your company. you need to position yourself as the “voice of authority” in your field … but you don’t want to scare off your audience by baffling them with jargon and concepts they don’t understand. when the reader calls. like this: When someone requests the guide. so as you write the guide.
At the agreed time. © Copyright Results Corporation 2010 22 . and tell them you will be contacting them afterwards to ensure that they got what they wanted from the guide. Do not ask if they received the guide (this gives them an easy way out of the conversation by saying “no”). and it is now a matter of consistent contact and education to ensure that they see you as the natural provider of that solution.Set a specific time frame for them to review the information. begin nurturing the prospect towards a sale – discuss the next stages (perhaps a free assessment of their needs. or a proposal for the product or service best suited to their requirements). Instead. By requesting the packaged information they have identified that they have a need – they probably will purchase a solution. Continue to nurture the prospect. contact the prospect.
© Copyright Results Corporation 2010 23 . 1. 4. And they help you build a database of contacts that are actively seeking the products and services you supply. or you’re considering building one. having an effective and powerful website is a critical part of many business’s marketing success.. how long they spend on different pages. and what they do when they are on your site. while for others. your website can and should achieve all four objectives. Set your objectives. To To To To Generate Leads Create Sales Communicate Establish Credibility For some organisations a website which achieves one of these objectives will be the perfect website.Chapter 5: 11 Ways to Make Your Website Work for You! Now more than ever. 50.. Websites that succeed offer their visitors far more than simply an “online brochure”. gives you invaluable information about where your visitors are coming from. It tracks all your traffic sources. What does your website have to do for your business to be considered a success! There are up to four main objectives you can have for your website. They educate your prospects. Analyse! Google Analytics is a fantastic free tool which gives you comprehensive performance statistics on your website. If you’ve got a website now. and ideally before you approach a website designer or developer. 3. help you build credibility and rapport. 49. and generate “pre-qualified” leads. here are some key considerations to help you review or create your site and to ensure it delivers real success in an increasingly online world. 2. what search terms they’re using to find your site. Before you even think about what your website will look like. you should be clear about your objectives. By being clear about your objectives you can make good decisions about the development of your website.
and which parts are under-performing. Keep your navigation simple. Your web developer will be able to quickly and easily add this to your website. This information can tell you which parts of your website are most popular.. Create a clear site structure with topic specific landing pages.It’s a great way to see which parts of your website people are using. 52. People who search online want information fast. which minimises "bounces". This will ensure that your page is relevant to searchers. and then expand your site as you go. Create detailed landing pages for your most popular and profitable products and services first. Mountain Bikes Road Bikes Comfort & Leisure Bikes Kids Bikes Racing Bikes Cycling Accessories Lights Helmets Body Armour Cycling Clothing While this may seem daunting at first. the good news is that you don't have to do it all at once. © Copyright Results Corporation 2010 24 . This may sound obvious. Landing pages should be product or service specific – so for example a supplier of bikes and cycling products may include the following landing pages on their website. Make it easy for them to get what they want by creating separate “landing pages” for each product or service that you wish to promote. 51. which convert the most sales and which parts are “bouncing” your visitors back to the search engines. especially when you consider how much copy and content will need to be created. and it lets you make some smart decisions about where to invest your time and money in future changes.. maximises conversion rates and will also play a key role in search engine optimisation. Google “Google Analytics” for more information. Understanding your sites current performance will help you to develop the site in a way that will improve your site’s overall performance. They don’t always have the time or inclination to hunt through your site for what they’re looking for. but it’s an important point.
Websites today aren’t just about promoting your products and services. 53. or whatever contact details you need. Visitors want to be able to “check you out”… to establish your track record. find out what others think of you. which people can request in exchange for an their contact details and email address. We’ll talk more later in this guide on how to best use these contact details … but for now.You should consider how easy it is for people to find their way around your menus – and bear in mind that they don’t know your business they same way you do. avoid layers and layers of sub menus. A key role of your website should be to convert site visitors into database contacts. 54. Making your website easy to read is vital if you’re going to get people to stay “on the page” and read the information you’ve worked hard to put there. see where you are based. Use your website to create credibility. so make sure they give all the information they can. phone number or postal address. The simplest way to do this is to offer a free newsletter. Verdana should be used for 10pt and smaller (it looks very “loopy” above 10pt font size) Arial can be used for 10pt fontnsizenandnabove. so that you can continue to market to them after they’ve left the site. Testimonials. or other information or guide (for more on Packaged Information see Chapter 4). which require the reader to know which category to start with to find what they’re looking for … and make sure your pages and menu “buttons” are clearly named and intuitive. “Credibility pages” such as your About Us. make it easy for people to give you their email address. Screen readability and understanding of Arial and Verdana Arial 12 pt 59% vs Verdana 12 pt 40% © Copyright Results Corporation 2010 25 . 55. and even Contact Us pages can give your prospective customers the confidence to deal with you. You need your website to be designed and structured in a way to help you grow your business by inspiring visitors to part with their contact information. Build your mailing list. and check out your credentials. Your website doesn’t just exist to give information to your customers. so people can see at a glance where they’re going. These are “warm” leads that have already shown anninterestninnwhatnyounhaventonoffer. So. Using a sans serif font such as verdana or arial is proven to increase retention of information when read on the screen. A word on fonts.
In simple terms. Internal links in your website serve two major functions: Firstly. 56. they’ll reward you with better positioning in the search results. Each keyword or phrase is then repeated at least 3 times on the page. © Copyright Results Corporation 2010 26 . but be very mindful of the fact that simple black on white is the easiest to read. internal links based on your keywords help the search engines learn more about your site. If you do use a coloured font. Crucial Tip: Avoid “click here syndrome”! Links that say “click here” are uninspiring and ineffective. We call it the “Rule of Three”. Making it easy for people to find what they’re looking for is key. there’s one simple technique that will help you to ensure that the text on your page is optimised for the product or service that you’re promoting. including the page title. double check that you’re not making it hard for people to get the information they want. and help the overall performance of your site in the search engine marketing. Keep it simple. each page should feature 3 keywords (these can be individual words or short phrases) that relate specifically to the product or service on that page.Arial 10 pt 34% vs Verdana 10 pt 64% Arial 9 pt 21% vs Verdana 9 pt 74% To prevent your site looking cluttered and clumsy. description tag and keyword tag. However. The colour you choose for the text on your site will depend on the overall design. Well optimised pages are easier for people to find. they help visitors find their way around. That’s a good thing. 57. so as well as simple menus your site should feature intuitive links throughout the copy. Secondly. because once they see that you’re making it easy for people to get what they want. use longer text to get people to take action. Instead. The keywords should also feature in the metatags for the page. Optimise! Search Engine Optimisation is a huge topic that requires its own guide. stick to 2 main fonts: one for headlines and one for the main copy. and the first few paragraphs. Instead of: “click here to contact us” …try: “you can email us direct or find our phone number here”. Use more links. including within the headline.
. to make you look professional. the “look and feel” of your website needs to be right: it needs to show your company in the right light.. the chances are they had a very short career with your business. er. What about design – the “look and feel” of your site? Wow. to request a proposal or to find out more -please call us now on 01234 567890. If you've ever employed sales people who could not. In most cases.uk or request our special buyers guide. Only once you’ve made your decisions about how you want your website to work for your business should you go about deciding what it will actually look like. that's right. Of course. this can be quickly and easily resolved by adding a simple sentence to each page to ask for "the order". Call to action. a newsletter signup...58. For some reason most web pages. and subsequently fail to generate the enquires’ leads and database contacts that they should. special report request or other appropriate action. we’re up to point 11 and we’ve only just mentioned the design! And there’s a reason for that. Almost every page on your website should end with a sentence like this one. on most websites. © Copyright Results Corporation 2010 27 . make exactly that mistake. They conclude with. nothing at all.. or did not ask for the order. email xxxxxx@xxxxxxx. 59. and be welcoming to your visitors.co.. whether that is an enquiry. But starting out with the design is a sure way to force compromise in the important points above. They fail to effectively ask for the order." Do yourself and your business a big favour and check your website now. "To get started. you guessed it.
200. we’ll focus on some ways to use Google AdWords to promote your business online … the principles can be carried across to most other PayPer-Click “platforms”. if you created an ad group around the keyword “small business accountant Romford” (or whichever town you happen to be in). When Pay-Per-Click advertising first came to prominence. such as Facebook. you could set up a campaign around a keyword like “accountants” and do reasonably well. Once you have a starter list.google. Test “Long Tail” keywords. you’ll be throwing your hat in with around 21.com/select/KeywordToolExternal This tool will tell you not only what phrases to consider. 60. You can find Google’s Keyword Tool here: https://adwords. your ads © Copyright Results Corporation 2010 28 . Keywords are at the heart of every Pay-Per-Click campaign. They’re the words and phrases that will trigger your ads to show when someone types them into a search engine such as Google. you can use the Google Keyword Tool to develop it. and in a competitive market that may help you find the keywords with low competition (and therefore a lower cost). For example.000 websites … many of which will also be running a Pay-Per-Click campaign (not to mention that your ad could show to someone in a different town. most controllable and most effective way to drive high-quality traffic to your website. Research your keywords. or even a different country!). Today if you try that. 61. for a lower spend. In this guide. Pay-Per-Click is one of the fastest. “Long tail” keywords help you bypass your competition by pinpointing very specific search terms that few other advertisers are competing for.Chapter 6: 11 Tips for Pay-Per-Click Advertising Success If you’re not already using or testing Pay-Per-Click to see what it can do for your business. you’ll get better results. When you use the same keywords in your Pay-Per-Click ads as you do on your web pages. now is a great time to start. Getting your keywords right can make the difference between a campaign that works and one that doesn’t … or between a campaign that costs you a fortune and one that runs on pennies per day. but also give you information about how many others businesses are using that keyword.
65. One of the quickest ways to eliminate a lot of competition is to target your ads geographically. One of the most common mistakes people make when they start out with Pay-Per-Click. 64. Split test your ads. and someone searches for that … don’t waste time sending them to your Homepage and hoping they’ll bother to find it for themselves. You can set the destination URL within your ad to do that. and they want to make the fewest number of clicks to get it. Remember those highly focused. For example. a hotel advertising on Google may have a Campaign called “Accommodation” and another called “Dining”. Use geographical targeting. It’s important to remember that search engines reward relevance above all else. “family accommodation” and so on. 63. Here’s one way to ensure that your Campaign’s performance is constantly improving: For each Ad Group. This way. the more you’ll be rewarded. Within Google AdWords you can set the geographical area that you want to target – for example an accountant in Romford could choose only to display ads within a 20-mile radius of Romford. the more focused your Ad Groups are. create 3 to 4 variations on your ad. Pay-Per-Click is not a format that simply “works” or “doesn’t work”. “luxury accommodation”. Send them straight to the best page on your site for them to see. and those small degrees can make a massive difference to your return on investment. Think of your Campaign as the “topic” you’re advertising and the Ad Groups as “themes” within each topic. is throwing all the keywords they can think of into one big Ad Group. well-optimised landing pages you wrote when you built your site? Use them! People searching the Internet for information want it fast. 62. For example… © Copyright Results Corporation 2010 29 . So if you sell an ABC model 92 with an optional Widget. you ad is more relevant. Its success can be measured in degrees.would appear for much fewer search queries … but users who trigger your ads are more likely to be in your target audience. and your site visitors are more likely to be in your target market. So. Within “Accommodation” they may have Ad Groups such as “cheap accommodation”. Use your landing pages. Create tight campaigns and ad groups.
as the ads run.mywebsite. and at what cost. To do that.co. What you’ll find is that some of your keywords. you’d be able to see which ads have actually resulted in people requesting the Free Guide too.html …try using something like this: www.co.co. 67. That way.uk Use Google AdWords? Get Your Free Guide to Using Google AdWords Here.uk Because Google will display ads in rotation. giving you information such as the number of times each ad has been shown. and there are some other rules it needs to comply with. you need to convert your visitors into leads. 66. and write new variations to try and out-perform your best ad. you’ll see performance statistics build up. If you were using Google Conversion Tracking (more on that later). and some of your ads.uk www. but if your landing page address is actually this: www. Call or Email Today! www. every month you can pause the ads that are performing worst. Whichever statistic you’re using as your measure of success. it won’t make you money. Track your conversion rate.freeguidetoadwords. they’re much more likely to click on your ad.freeguidetoadwords.freeguidetoadwords.uk/products/gadgets/mobilegadgets/ABC_92_Widget. But on its own.co. and ultimately customers.mywebsite. © Copyright Results Corporation 2010 30 .co. how many clicks each has had.Using Google AdWords? Google AdWords User? Get the Most Out of Your AdWords by Reading This Simple Free Guide Reading This Simple Free Guide Get the Most Out of Your AdWords www. do a much better job of sending the right type of visitors to your site. Pay-Per-Click is fantastic for generating traffic. Of course it can’t be misleading. Show people where they’re going. One neat trick with AdWords is that the URL (Web address) you display in your ad does not have to be identical to the URL you’re sending people to. who are moreneasilynconvertednintonbuyers. you’re constantly striving to improve performance. and never “resting on your laurels”.uk/ABC92Widget If people can see the phrase they searched on (ABC92Widget) in your web address.
an amount you’re comfortable investing in the testing phase. There’s a common misconception that Pay-Per-Click is an expensive way to advertise. based on the traditional Google Text Ad. like the small classified ads that used to fill page after page in newspapers. Conversion Tracking and the Content Network (Ads displayed on other people's website's) to give you a really effective new online marketing tool. if you know what you’re doing! You can set your own maximum daily budget. with Google Image advertising the field is wide open. Banner ads are back. which lets you stay in complete control of how much money you spend. This is a hugely valuable tool. but this time Google have figured out how to make them work. once you’ve identified the keywords and ads that bring you the best results. Back then. enquires or requests your packaged information offer) which will allow you to tell which keywords and ads convert the most website visitors. The good news is.which usually added up to large invoices with nothing to show for it.With Google Conversion Tracking your web developer can add some code to your “Thank You” page (it shows after someone buys. Now Google have combined the Banner Ad format with their Pay-Per-Click model. Once you know which ads and keywords are generating business. Banner Ads were all the rage in the dotcom boom and they got a bad name. Google call the new generation of Banner style ads Image Ads. However this was based on Text Ads. Understand your budget. And you will be able to see how much you have paid on average for each conversion. you can then adjust your budget to get even better results. Google Image ads. So here’s the way to make it work for you: First. 68. is becoming more and more competitive and harder to crack. In fact. whilst Google AdWords. advertisers purchased large bundles of ads. 69. increase your budget until your ads are showing enough to bring you the volume of visitors and sales you need. © Copyright Results Corporation 2010 31 . Then. Really bad. for seemingly small amounts per impression . It took Google to come along and invent the Pay-Per-Click model (supported with Conversion Tracking) to rehabilitate the reputation of online marketing. set yourself a small daily budget. exactly the opposite can be true.
yet only 2% to 5% of all advertisers use Image Ads! 70.It is estimated that 60% to 70% of all AdWords clicks come from the Content Network. © Copyright Results Corporation 2010 32 . now one of the world’s most popular websites. Facebook. can be very good for consumer focussed Pay-Per-Click advertising. Apart from Google? There are several other platforms that carry Pay-Per-Click advertising includingnYahoo. With the exception of Facebook the others usually represent such a tiny market share that it is rarely worth your while bothering.nFacebooknandnMicrosoft. and that around 30% of AdSense Advertisers carry Image Ads .
Here are ten things you can do to get the best results from email broadcasting. or newsletters. who forwards them on to others. You can discover which topics your audience find most exciting. Get your content right. and who clicks on your links. Get white-listed. So make it easy for people to join your mailing list. an update on the company dog. Build your list. is there still room to market your business via email? Absolutely! Regular email bulletins. 72. meaning more of your audience actually get to read your emails! What’s more. They’ll also give you sophisticated tracking tools that will let you see who opens your emails. and very little else. The more people you’re emailing. they’ll often say yes! 73. “phishing” emails. and improve your results even further. mention it in sales letters. 71. viruses and other electronic assaults abound.6 Ways to Make the Most of Email Broadcasting In a world where “spam” emails. you need to make sure that your messages are getting through – and keeping your audience engaged. some recipes (there were always recipes!). they’ll help you create a professional looking email template that will give your message extra credibility. can be a powerful and incredibly costeffective way of staying in touch with your customers and prospects. and on the telephone. and find out who are your most avid readers. White listed email broadcasters (such as newzapp) are approved by the major Internet Service Providers. © Copyright Results Corporation 2010 33 . But gone are the days when email newsletters sent via your Outlook account would find their way to your target audience. and can deliver messages that get through most spam filters. There was a time when the average company newsletter consisted of a quick roundup of leavers and joiners. the more likely you are to see results. You can even offer to add every new client to your mailing list in person – if you do it with a smile. Include a sign-up box on your website (and ideally on more than just the Contact Us Page). on your invoices. With today’s sophisticated (and sometimes a little over-zealous) spam filtering technology.
So consider a quarterly email broadcast at the very least. 76. “little and often” is the way to get people to read your content. 75. Your readers are typically busy people who receive lots of emails every day. Which brings us on to… 74. is never to leave it more than 90 days between contacts. Mix sales messages with valuable. and genuinely give something of value to your readers … then intersperse them with sales letters – offers. promotions. After 90 days. The perfect ratio will vary for every business … but by monitoring your unsubscribe rates. So rather than boring your readers with the latest adventures of Bob in Accounts. useful and compelling information. How often? The “Golden Rule” of on-going communications (whether it’s via email or regular mail). middle and end that draw the reader through the piece. Ideally. to answer common questions. hints and tips. Given the low cost and fast implementation. product features and similar. It’s hard to get anyone to sign up to a barrage of sales pitches. you need to be a lot savvier about what you say to your reader to ensure they don’t hit the “delete” or even worse the “unsubscribe” button. try answering some common questions. you’ll find the ideal balance for your audience. save them time. Giving away free information like this will keep your readers reading and make them open to receiving your sales message. and deliver outstanding benefits. tips and advice. rather than building up awareness and trust.Today. or writing a feature on an issue that your customers struggle to overcome. But. So don’t expect them to spend an hour trawling through your 6 article masterpiece! Instead. it’s incredibly easy to get people to sign up for relevant. and how many people respond. They’re a fantastic way to deliver useful information that can show your prospects (and remind your customers) how you can make their lives easier. you’re effectively re-introducing yourself each time. Don’t overwhelm the audience. save them money. valuable and helpful free information. Your emails are your opportunity to educate your readers to the benefits of engaging with you. there’s no reason why a monthly or even weekly © Copyright Results Corporation 2010 34 . each email should be on one single theme – structured with a beginning. and good old-fashioned helpful hints. use a good percentage of your messages to give information. forward and reply to your emails. So.
providing you have enough information to give to people. © Copyright Results Corporation 2010 35 . If you’re emailing them every day and seeing a high unsubscribe rate.broadcast shouldn’t be feasible. the important thing is to keep an eye on how your readers respond. try leaving a bigger gap … and if you’re emailing monthly and people aren’t opening the messages. Again. bring them closer together.
you can’t get every sale. we mean a particular action that will move the sale forward. Maybe your product wasn’t quite right. But he added 30% to his annual income! 80. life isn’t easy. your business) apart from the pack? Here are 14 proven ideas that will definitely get you heading in the right direction… 77. And by predetermining this direction. We urged him to increase them. Your purpose should be to get “advances”. 79. Times are tight. If your sales team doesn’t work to get “advances”. © Copyright Results Corporation 2010 36 . Are you sure you’re getting all the possible business from your clients? Or are you and your people maybe assuming they’ll come to your with all their needs? Ask … a three letter word that can turn your business around. So how do you go about lifting the selling skills of your sales people? How do you raise their vision of service excellence? And how do you set them (and hence. Are you charging too little? We were convinced that a particular financial adviser was undervaluing his time … setting his fees too low. What about the people who nearly bought from you? Obviously. nurture them and keep open the opportunity of doing business with them at a later date. Competition is tough. In the world of professional selling. it has a significant influence on their overall sales results.Chapter 8: 14 Ways To Take Your Selling To The Leading Edge. By advances. The result? No one batted an eyelid. But you can still profit from the prospects that didn’t buy. Sceptical as he was. Maintain your relationship with them. They set purposes to get “advances”. he lifted them by nearly 30%. 78. don’t just forget about them. The best sales people don’t simply “collect information”. But whatever you do. Maybe the timing wasn’t right. more often than not they’ll only get “continuations” … which actually prolong the sale and frustrate the client. The 3 letter word that increases your business.
Now this may go against the grain. It was citing General “Stormin’ Norman” Schwarzkopf and his experience when taking command of helicopter maintenance early in his career. We know of one marketer who did this and made more from the on-selling of leads than from the original campaign! 81. leave it with me”. your prospects won’t always say “yes”. Sure enough. But likewise. If your product or service really isn’t right for them … why not swap the leads or sell them? Maybe to your competitors who do have a suitable solution. Balancing the solution. Your job at this point is to reassure them that the solution you’ve identified is the best one for them. Monetary. People perform to expectations. “85%” was his pronouncement. In the same monetary price bracket. He’d asked how much of the fleet was able to fly on any given day. and (the key factor and hardest to accept for some) the one who is the most recent purchaser. The most succinct example of setting expectations we’ve ever come across was in an article in “Inc” Magazine. in very quick time. The MFR rule states that the most likely prospect to buy your product is one who has bought before. The MFR rule. Frequency. Interesting isn’t it? People perform to expectations. it can revolutionise your profitability. and yours are caked hard? Simple example … but the point is valid. 75% was the reply. How? © Copyright Results Corporation 2010 37 . Obviously. Set them high and watch the new level become reality! 82. 83. he decided to set a new standard. Set them low. How can you profitably use this rule? When you have just delivered a purchase to a client. Invite them to make another purchase? They’ve flagged the fact that they’re “in need” … so you mustn’t deny them the service of purchasing more. Seriously. let them know of something else that you have that’d be just terrific for them. you can do a customer a dis-service by not offering something else.But it doesn’t end there. 85% operability became normal. Wondering why it wasn’t 73% or 74%. Ever been to a hardware store to buy paint … only to get home and find they didn’t suggest brushes. and that’s what you’ll get. It seems crazy. Recency. they’ll very rarely say “no”. They generally touch their “no” with “put off” phrases like “I’ll come back later” or “I’ll think about it” or “I have your details. but when you understand the power of it. and who purchases frequently. taking into account maintenance schedules. Bouncing back to even greater profits.
What did you really say? Here’s a tip from a millionaire salesman: In negotiations. state in writing up front that everything you say will be confirmed in writing. there’s nothing worse than being subjected to a long. But some day I hope I can write it to you …” The body of the letter then goes one year into the future. 87. they’ll share similar sets of values and expectations … that further increase their likelihood to buy. You begin another letter (inside the first. By obtaining referrals from your existing clients. 86. The sales letter of the “future”. Research shows that it’s at least 4 times easier to gain business from someone to whom you have referral! The reason is quite simple. And when they do. And because 9 times out of 10 they’re friends of the client. drawing out sales pitch. you’re able to identify and focus your attention on people who are genuinely interested in your product or service. 84. using the prospect’s first name now) as if you are already an established supplier and friend of the prospect. Use a different typeface for the “future letter”. 88. When you go into a shop ready to buy a product. talking in glowing terms about the fantastic sales he or she has enjoyed as a result of your relationship in the last 12 months! The letter ends back in the present by asking them to help make it a reality. Once they can see the benefits “outweigh” their concerns. Referrals … a great way to focus your business. An effective sales team must be able to identify the “buying signals” that indicate when a prospect is ready to become a customer. Have fun doing what you do. Have you ever had a real hard nut of a prospect? Write them a letter that begins: “You haven’t received a note like this. © Copyright Results Corporation 2010 38 . Yet.Isolate their concerns about your product and then balance these with the benefits. they must be able to make the buying process as easy as possible. Your customers probably feel the same way. 85. It protects you from misinterpretation and gives you an upper hand in the process. Make it easy for your prospects to become customers. they become far more likely to buy.
and yet he gets 40% of the business! These ideas open up some exciting opportunities for your business and give you some proven ways to improve the effectiveness of your sales team. “Our customers are always delighted when they’ve experienced our terrific service.If your sales team doesn’t enjoy what they’re doing. Keep your promise. Success in retail is all about “helping others get what they want” … and making sure that every member of your team understands that. Make a good presentation. The power of presentation. develop a distinctive look. Clean up your workplace. Now if you’re saying this is all very simple … and why even include Shapiro’s painfully obviously basic formula here? It’s relevant to point out that in his marketplace. but don’t forget that without their 100% dedication to the task. By lifting sales conversion rates from 2 out of 10 to 3 out of 10. After all. Pay for quality. A subscriber proffered this idea. 76% to 90% of someone’s business can come from referral. he has 126 competitors. All that without spending one penny more on marketing and promotions! Simply focusing on sales conversions rates can reap enormous rewards. When this happens. Mel Shapiro is a super-successful dry-cleaner in Las Vegas. Don’t get me wrong. But rather than give them just one card. It’s amazing how much extra business that generates for us!” A highly powerful. you can effectively generate a 50% increase in turnover. Happy people work better and convey that feeling to your customers. The “five card” trick. "Sales" is an incredibly exciting leverage point in a business. you’re fighting an impossible battle. yet incredibly simple. 89. We incidentally have specialised in the area of creating referral programmes that generate tens of thousands in sales. in many cases. Why would you leave that to chance? 90. idea. we give them five. Do what you promised you would do … or better. And they’re always receptive to giving referrals while they’re “hot”. So it is essential to make their working environment as comfortable and “fun” as possible. their performance will suffer. His “secret” takes the form of 4 golden rules: Keep a smile on your face. Do good quality work … sell good quality products. and only 8% of the stores. Of course you must have expectations for your team. your sales and profits will begin to take care of themselves. © Copyright Results Corporation 2010 39 .
92. Here’s another astonishing piece of research for you to dwell on for a moment. Clearly. Here are some more statistics to ponder. If you’re in retail. Superb service holds the key! 91. You see.Chapter 9 10 Tips On Providing Superb Customer Service. You should do everything in your power to keep your existing clients coming back to you. that you truly believe in (you do. don’t you?) then you’re actually doing your customers a diservice if you don’t let them know. Why did this whopping 67% stop buying? Perceived Indifference – they didn’t think the supplier cared whether they came back or not. Research into why customers stopped buying unearthed that… 3% stopped because of inconvenience 9% stopped because of a relationship at a high level with someone in a competitive company – they were “seduced” away wasn’t fast enough. so you know if someone purchases product “X” they’ll also be offered product “Y”… and be told why that’s happening). Customer retention gives you enormous leverage. © Copyright Results Corporation 2010 40 . A change of just 5% in your customer retention rate will produce a staggering 25% increase in your profits! (Source: Bain & Company – Consultants). But actually. it makes perfect sense. There is no doubt that companies who distinguish themselves through providing superb service also distinguish themselves with far greater levels of sales and profits. if you sell products. “creating” clients or a customer is only the tip of the iceberg. And that means implementing systems that guarantee your team members give superb service every time. or offer a service. Cross sell and up sell It might seem incongruous to include cross and up selling in a section about customer service. or the product wasn’t right 15% stopped because the price was too high or the delivery time 5% stopped because of some other “miscellaneous” reason… …which leaves 67%. the cross and up selling can be done face to face (it’s best to put a system in place.
Just a quick note to say … Imagine how you would feel receiving a note like this after you’ve purchased something from a store. Given the choice. where would you shop? No contest. And one of the most common problems is knowing how to implement them in your business. Mark which customers take which products and services. Service standards like you wouldn’t believe! Question. © Copyright Results Corporation 2010 41 . and your key areas of service on the other. Using a simple spreadsheet. then using a simple “Windows of Opportunity” matrix can highlight areas for potential cross and up selling activity. and maybe be given an aisle number. Clear performance standards and a culture that works. you will probably be pointed in the direction. list your key customers on one axis. if you ask where the dried fruit is. Brainstorm them with your team to further develop the ideas and to let the team members “own” the ideas. Obviously. so how? Prioritise! List them in order of importance. Prioritise your ideas. What’s the difference between Waitrose and Sainsbury’s? Answer. you may care more than anybody in the world about your customers. 94. And appoint team members to put them in place.If you’re a service-based business. Draw up an implementation schedule. let them know about it! 93. 95. The single largest reason why people change from one company to another … an incredible 68% … is perceived indifference. you’ll lose them. Business people have good ideas … a wealth of good ideas. If your products or services offer genuine benefits that your customers should be taking advantage of. and demonstrate it. At Sainsbury’s. Another way of expressing this is when your customers feel you just don’t care. you can’t do them all at once. Show you customer you really do care. But unless you communicate that care. You‘ll get far more accomplished and the results in your business are often quite mind-blowing! 96. At Waitrose in exactly the same situation you will be taken to the exact aisle and location by a helpful and polite assistant. and the “gaps” will show you where you can most effectively market for the best return on your investment. The key word here is perceived! You see.
You see. thank you for choosing “ABC Ltd”. or a fact such as their commitment that all sandwiches are made fresh on the premises every day (unsold sandwiches are given to charities). the kind of service you’ll be happy to tell others about. However. Shout it from the mountain tops! If your business does something different … something unique … tell your clients and prospects all about it. Think of it this way. Each tells a story about the product. The result? They are successfully selling hundreds of thousands of the most expensive sandwiches for sale today. It simply must be to delight them. © Copyright Results Corporation 2010 42 . the source of the food. So when they’re only satisfied it really is nothing special. when you exceed their expectations you have an overwhelming impact on them … and their chances of coming back to you become very good. A great example is Pret a Manger – the coffee and sandwich chain. Customer satisfaction is not enough. Your aim should never be to satisfy your customers. Every coffee cup. Why does it work? Simple. the recipe. sandwich box.Good Morning David. to people all over the country. It really does make us feel very special … Would you be inclined to go back to a business like this? 97. day in day out. brownie rapper and drink container has a uniquenstory. That’s why we’re so delighted to welcome you to “ABC Ltd”. Again.nOnenofn99nPretnPassionnFacts. we’re committed to providing you with first class products and total quality. of course. Plus. You know. customers are the absolute lifeblood of any business. People expect to be satisfied when they go to a store. They make a big song and dance about what they do so everyone … and I mean everyone … knows about them and what they do! 98.
O. Here’s the final tip … and it is one that will truly help you to implement these ideas with passion and commitment. They might not cost you much … they often cost you nothing at all … but the difference it will make to your customer’s perception of you is enormous. Yet another Singapore example. Now that’s dedication and service! Understanding the need for superb customer service is one thing. C. rather than seeking the very best solution. Underneath the sign is another one that reads. Small Things = Big Differences. Imagine yourself riding in a cab provided by the Comfort Cab Company that has this on the dashboard: C is for Caring O is for Observant M is for Mindful F is for Friendly O is for Obliging R is for Responsible T is for Tactful The sign tells the cabbies what’s expected of them and it tells you and me exactly what we can expect when we travel in a Comfort Cab. that’s 100 Proven Ways to Increase your Profits. We often impose rules on ourselves that are never actually imposed by the problem we face. Going that extra mile.O. And here’s number 101 … 101. “I am the best person for his job and no-one else can provide a better service because I am a Comfort cabbie”. So what should you do? Try to break away from the “rules” that you’ve learnt over the years.99. Making that extra effort. Perhaps the single biggest hurdle you face in providing superb customer service is a mental one … learning to think “outside the box”. Getting your team to deliver is another. It is “annualise everything”! © Copyright Results Corporation 2010 43 . it really is the small things that make a world of difference in your business. But that’s not all. 100. Be daring. As you’re no doubt beginning to see. Be different. Showing you really care. And go with the ideas you really think will work … not just the ideas you feel obliged to use. And you’ll see the rewards where it counts most … on your bottom line.R. We inadvertently conform to traditions and norms.M.F. You have to think “outside the box”. So.T.
000 in extra sales. Tens of thousands. What is your next step? To begin implementing these ideas! Just take one or two … and see the “leverage” they give you for lifting your sales. for achieving your objectives. © Copyright Results Corporation 2010 44 . For example. It puts everything into perspective and helps keep you hungry for new ideas and new strategies. for delighting your customers. if you try a “cross selling” concept. That’s not just a £10. Each of the services we have created to support you is proven and powerful. train yourself to see the “big picture” ramifications of small improvements. Extrapolate it for the year. Annualised.000. don’t just figure the profits for the week.000 in extra sales.What do we mean by that? Very simply. And please … do take advantage of our help. If you run a new headline on a campaign and it generates and additional 10 sales at (say) £1. It may translate to thousands of pounds. that represents £500.
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