Guerilla Marketing for Hi-Tech Sales People

How to Eliminate Cold Calls & Wasted Advertising Dollars
By Perry S. Marshall
21 Secrets of High Impact Low Cost Marketing that eliminate sales resistance, acquire new customers, bring new technology to changeresistant markets, and create enormous amounts of free publicity

Perry S. Marshall & Associates
Lead Generation & Publicity Systems for Technical Sales
© 2001-2003 Perry S. Marshall and Associates www.perrymarshall.com 1508 Ridgeland Avenue Chicago, IL 60402-4900 USA Phone +1 (708)788-4461 FAX (708)788-4599

A message from the author You’re about to learn about twenty-one powerful ideas that permanently changed my life for the better. The word “Paradigm Shift” is the only way to describe this radically different understanding of the sales and marketing process. What you’re about to hear represents a significant departure from conventional thinking, but it is absolutely provably superior to the oldschool method of selling. I’m going to challenge you with some new ideas today, and I invite you to be open-minded and to really think as I discuss them with you. These ideas will make sense and you’ll intuitively know that they’re true. It’s very important to recognize the difference between a principle and a technique. A technique is a “trick” that you use to get something done, something that works in a very specific situation. A principle, however, is something that’s universally true, something that transcends any particular company or circumstance. Today we’re going to talk about principles, not techniques. That means that not only does this information apply to my business, it applies to your business, and every other business. Secondly, that means this information will be just as true 20 years from now as it is today. Businesses are failing today because they are ignoring principles and trying to replace them with techniques. If you’re struggling to bring a product to market, if you’re working harder than you know you should, then pay attention. These 21 powerful secrets have changed my life for the better, and will change yours, too. Perry S. Marshall About Perry S. Marshall In four years, Perry Marshall went from being a rank-and-file salesman in Chicago to helping create a high tech success story in the capital equipment and semiconductor component business. He joined a small consulting firm as National Sales Manager and reinvented the company twice, from zero name recognition in a quasi-startup product business to over 2000% growth. He applied his unique marketing system to producing over 100 pages of press exposure in a single year, more sales leads than the sales team could effectively handle, massive amounts of website traffic, and enormous credibility in the company’s chosen market niche. He departed upon the sale of the firm to a publicly traded NASDAQ company for an eight-figure transaction price, and his system continues to generate business there to this day. Today Perry Marshall is an author, speaker and consultant in Chicago. His company, Perry S. Marshall & Associates, develops marketing and lead generation systems for high-tech Original Equipment Manufacturers who sell cutting edge technology to business. His clients seek his counsel on product and message definition and their sales process. This extends to advertising, publicity, and relationships with the media. Mr. Marshall has been published in over a dozen magazines and trade journals, including Control Engineering, InTech, Sensors Magazine, Electronic Component News, and Voice Coil, and is author of The Industrial Ethernet Pocket Guide, published by ISA press.

manual labor grunt work. 8 track tapes. knocking on doors. If the customers’ first impression of you is that you’re just another sales guy who wants to take away his precious time. Who Finds Who First is Very. But no sane person is going to build any kind of real business on those things. Very Important! seller. There are still swap meets where 8 track tape aficionados smoke weed and remember the ‘70’s. some audio fanatics still think they sound better than CD’s. Irrelevant. if they were "cocooning" ten years ago. never the rule. and inventing excuses to go see people who didn’t want to see me. Imagine these scenes. don’t you? If you’re going to effectively sell to them. you’re going to have to find a way to get invited – not as an unwelcome pest. The buyer was on your 'list' and you were able to show him a solution to that very problem. Can you relate to this?: You call the guy on the phone: “Hi. reading their e-mails all day long. trying to beat down doors and windows. pounding the pavement. then you’re violating every trend.. And if you’re building your business on old fashioned. You only get one chance to make a first impression. The old fashioned sales routine of cold calls. You’ve probably got a lot of customers just like that. There are going to be times when you need to pick up the phone and find someone who will see you. It could be any two situations where there's a buyer and a Scene 1: A buyer has a problem and needs to solve it. ignoring “No Solicitors” signs and trying to visit people who don’t want to see you is DEAD. Which means you’re wasting huge amounts of time and money. carburetors and Disco. Now Vinyl records still have their place in the world. You get lucky and just happen to call the buyer that same day. She said the trend in the 1990's was ‘Cocooning’ people don't want to be bothered!There’s no question.Guerilla Marketing for Hi-Tech Sales People 1. . telemarketing. Prospecting = Obsolete Sales Technology If you don’t remember anything else from our time together. There’s probably still a carburetor shop in the town where you live. Ten years ago. remember this: that type of selling is obsolete. but won't even answer the telephone. Ancient technology. a visionary woman named Faith Popcorn wrote a book called The —which basically means Popcorn Report. burning up shoe leather. and as far as Disco is concerned… well. I’m going to be in the area next Tuesday and I was hoping I could drop by and see you…” as though you being in his neighborhood constituted any sort of reason for him to change his plans for that day. But that should be the exception. Dead. you never know. but as a welcome guest. outdated. then you’ve got one foot in the grave before you’ve even started. antagonizing potential customers and missing out on very significant opportunities. I spent nearly ten years of my life making unsolicited calls and visits.. climbing over barbed wire fences. then today they're locking themselves in a fortress!Some people hide behind their computer. It’s like vinyl records.

he tells you what medicine you need to take and you take it. I looked at myself in the mirror every morning and said “I’m good enough. If he says you need surgery. A prospect who “finds” you first is more likely to buy from you. or notices an ad. So what's the difference? Positioning vs.” Isn’t that pretty much what most salespeople learn how to do? Believe great things. Calls you on the phone to see if you can help. Who calls who first is very. In the world of corporate sales. 30 or even 50 years ago! And they consume enormous amounts of effort! But when you replace manual labor with automation. reads an article in a magazine – and hears about you. In scene #2 you were positioning yourself. The Decoy of Sales Motivation I endured a bitter struggle with this before I finally figured it out. I remembered their names. He starts keeping an eye out for a solution. until success sweeps you off your feet . Which situation is most typical for you? Which one do you like more? Scene 1 or scene 2? Well. the difference is dramatic. you might seek a second opinion. The doctor is perceived to be an expert. be nice to people. You believe what he has to say while your premiums go up every year. than if you find him. work like a banshee and think positive. and doggonit. In scene #1 you were prospecting. Most people just imitate their competitors. You have expertise. or looks in the yellow pages. You know how to solve difficult problems. Prospecting The difference is positioning. people are still doing things the exact same way as they did 20. Why? Because the buyer found you first. His diagnosis of problems are not correct more often than yours is. I’m smart enough. You went to school. I chatted with them about golf and fishing and their grandkids and the plaques in their office. ver important: In scene 2. people like me. But there’s another factor that's very. This leads to the next important principle: 2. I thought the problem was that I wasn’t motivated enough. wouldn't you? course you Of would. no matter how painful or inconvenient it is. Do your customers respect you as much as they respect their doctor? Why not? They don't know him any better than they know you. The buyer naturally has more respect for you in scene #2 because everyone knows you must climb the mountain to find the guru. very important. you ALSO have y TWICE the chance of getting the buyer's business as you do in scene 1. The truth is.And most likely you end up taking the advice. asking if you might be looking for help fighting a flu bug? He doesn't find you.Scene 2: Same buyer. and everyone just gets dumber every year. unless you enjoy making phone calls that are uncomfortable both for you and the guy on the other end of the line. I learned the Power of Positive Thinking. so you seek his counsel. I listened to tapes constantly. the medical industry knows things about marketing and positioning that most people in our industry are simply ignorant of. you'd rather be living in scene #2. Talks to a friend. Has the same problem and needs to solve it. you find him. Gurus don't come down from the mountain hunting for disciples. but you're willing to pay good money for that opinion. And when you do see him. Has your medical doctor ever called you on the phone during dinnertime. I smiled everywhere I went and shook people’s hands.

can do this for far less money than paying the salesman to find the customers. You should only spend time with qualified. you can have people lined up to have you help them solve their problems. and the whole industry gets dumber and dumber every year. discussing your solutions to their problems. •You shouldn’t spend your time prospecting any more than absolutely necessary. Illinois. “Motivation is NOT your real problem” But I remember exactly when and where I found the answer I was looking for. I was at an-all day sales seminar in Peoria.and your bank account is filled with cash? Stop and think about it for a minute. But the last speaker of the day did not talk about motivation at all. just so I could be there that day. It radically. industrial and business-to-business marketing and publicity is simply terrible. I didn't have time to sell. But it WAS the tip of the real iceberg. Why My Sales Career Was So Miserable I began to understand why the old way was not working. They had all kinds of speakers who were going to motivate me to achieve great things in my career. and I was working very hard at it. You can be a welcome guest instead of an unwelcome pest. across dozens of industries and professions. If you’re going to get better results than everyone else. once again. I was trying to dig a basement with a shovel when I really needed a bulldozer. The problem was. you wouldn’t have a motivation problem in the first place. But it wasn’t working. which helps customers find the salesman. The sales leads were low quality and there wasn’t nearly enough of them. permanently changed my perspective on the entire problem and finally pointed me in the right direction. And they certainly did attempt to generate sales leads. He said if you had a steady stream of qualified prospects to talk to. where I was. Why? Because I was already motivated to begin with. Everyone just copies everyone else. I eventually realized that this whole motivation thing was a huge decoy. I had robbed Peter to pay Paul. and every month I was falling further and further behind. trying to get more motivated. these were the problems: •The companies I was selling for did have marketing and advertising budgets. Now I’d be lying to you if I told you that this speech instantly solved all of my problems. Does it really work? That’s what I did. And what I discovered was that with a good marketing system. It was May 7. you’re going to have to do something different. 1997. My problem was that I was spending so much time prospecting. Your time is too valuable and expensive. In hindsight. I didn’t need to be more motivated! Why? Because no matter how motivated you are. the laziest guy in the world can still move more dirt with a borrowed bulldozer than you can with a shovel! I went on a mission to study the most brilliant minds in marketing today. He talked about how to bolt a marketing turbocharger on the front end of your sales organization. so that your customers would call you instead of you having to call them. But here’s the problem: Most technical. You can only do that for so long before something finally gives. A good marketing system. . Abysmal. interested potential clients. And I knew I was close to the breaking point.

000 instead of $20. If new cars were assembled by hand instead of machines. you can spend twice as much time in front of interested customers and double your income. they would cost $100. Customers don't repect peddlers as reliable information sources. if you know how to do it. Every day when you walk into the office you know it will produce new potential customer relationships for you to cultivate. if you sell two million dollar printing presses. You can’t do much better than that. can you? The product and the website together are like an annuity that works for me 24/7/365 and puts money in my bank account month after month with 55% gross profit – all with no maintenance and no annoying phone calls. It literally runs like clockwork. A true marketing and publicity system delivers a predictable number of quality sales leads to you every day. as though it were a $12 book on Amazon. and you’re no longer “just another salesman." Each customer has a unique category for you in his mind. predictably and reliably. It’s like a machine used in manufacturing: If you power it up and put raw material in one end. A finely-tuned marketing system is automated. A Website Can Sell on Autopilot: 24/7/365 One of my most interesting successes was creating a web page that sold a product on the Internet. The website had to do all the work by itself. and it is still successfully selling that product to one out of every twenty-five visitors. Make no . so your salespeople only spend time with people who already understand what you do and who have proactively asked you to help them solve their problem. whether you’re in the office or on the golf course? Sales Leads on Autopilot. If we used Pony Express to deliver mail. and no email address. It was a four page sales letter that used those time-tested marketing formulas to move my customer from mere casual interest all the way to typing in their credit card information and ordering the product online. each letter you send would cost $100 instead of 34 cents.” 3. the exact same way. He perceives you as a consultant. Wouldn’t you like your business to run that way? Wouldn’t you like your sales process to be a machine that runs on autopilot. instead of you finding the customer. a selling machine that works on autopilot. Now please understand. There was no phone number where they could call and ask for more information. around the clock.000. However. not a peddler. constantly generating leads or sales orders whether you’re awake or asleep. year after year.com. month after month. you CAN get lots of quality sales leads for that printing press. I was improperly s positioned as a 'peddler' and could never accomplish what I was trying to achieve. 24/7/365 I’m here to tell you that your business CAN run that way. Over time I discovered an arsenal of powerful tools that cause people to see you as a "valuable resource" instead of "unwanted pest. it produces qualified results – prospects – on the other end. That web page has hardly been changed in five years. •There's a hidden benefit to this: When the customer finds you.•Once an effective marketing system is in place. Our entire modern world is only possible because we can automate many things. his perception of you is different. nobody’s going to order one from your website with their VISA card.

It’s far less tempting to procrastinate when you know that everyone you call on the phone is at least somewhat interested in having your help in solving a problem. This is the #1 reason why hi tech companies go out of business – the cost of acquiring new customers is simply too high. If you can make the transition from manual-labor grunt work sales to marketing on autopilot. high tech product. email. it’s easier to attract and keep good sales people. I’ve done it.mistake: Once you have a system like that in place. whether they work directly for you or if they’re commissioned representatives or resellers. It’s a lot easier to roll out of bed in the morning when you know that when you get to the office every day. and make sure your sales people are spending 90% of their time in front of those prospects. Do you or your sales people spend 50% of their time prospecting for new business? There are millions of sales professionals who spend most of their waking hours doing just that. Generate a steady flow of interested prospects who call you and want you to help them. Believe me. the life of your sales people dramatically changes for the better. You will NEVER go back to the old way of selling again! When you have that kind of marketing machine working for you. innovative companies to do backbreaking missionary work to sell that neat new product. experience less month-to-month variation in your sales numbers. by the way: first. But A Necessity “Marketing on autopilot” is not some fantasy or theoretical ideal. The stomach churning rejection and constant stream of no. you’re going to have a number of hot leads on your desk that have come in via the website. The world has an overabundance of neat products that nobody feels compelled to use. It is the cornerstone of literally thousands of businesses and it quite literally is the difference between failure and success for many people. your sales people will be more motivated. Maybe it’s real estate income. you’ll attract reps and resellers and get more mind share from your sales people because they don’t have to work nearly as hard to get appointments. Maybe it’s their stock portfolio. fax machine or voice mail. maybe it’s their employees and the businesses they own. It’s even worse for brand new salespeople. But in any case. it’s probably very hard to sell. you’ve literally built a foundation for business success. they all have systems that work for them when they’re playing or working on other projects. you’ll make more money. then despite the fact that it’s cool and sexy. people who understand what you do and are waiting for you to help them solve their problem. Autopilot: Not a Fantasy. Second. who often spend 80-90% of their time doing prospecting and cold call grunt work. If you look around at all the really successful people you know. have less stress. Now if you sell a cutting edge. they’re not using manual labor. . What would happen to your commission checks if you could end the never-ending battle with voice mail and eliminate the time wasted getting past gatekeepers and setting up appointments? What if you spent all that time in front of qualified prospects instead? Wouldn’t you double your sales and your income? Convert that wasted prospecting and grunt work time to productive sales time. And it was tragically wasteful. This forces small. growing their money year after year. your life as a sales professional will change for the better – forever. You’ll make twice as much money and cut your stress level in half! Eliminate the Stomach Churning Misery of Cold Calls and Rejection There are several other huge benefits to this. not interested… not today… call me in three months… you’ll have to talk to the purchasing department about that… all that goes away.

cutting edge. So if you have a cool. A lot of manufacturers think it’s just because those distributors are lazy. You must have this message clearly defined and focused. There are all kinds of companies who are the greatest in the world. but can’t give you a really solid explanation of what they do or why it matters. The system will educate those prospects at very low cost before you make any significant investment in them. “These guys are all bozos! They just don’t understand how great our product really is!” No. actually it’s because they’re too smart. Your Marketing System Can Protect You From Lousy Prospects Please listen very carefully: You should not visit anybody. 4. sexy. they’re at least a five in terms of “likely to give you their money. and literally regulate your sales volume from one quarter to the next. they’ve got car payments and a mortgage. physically go see them unless they’re a 7 or 8. if necessary. 6’s 7’s and 8’s coming in every day – and the occasional 9 or 10 – then you’ll find that VARs. Your marketing & sales message must effectively answer the following four questions: 1. You can even make prospects jump through hoops to talk to you. because they know those customers are genuinely interested. If you’ve got plenty of sales leads that are 4’s. They think. 3.” Personally. They work on commission. Then you can actually adjust the size of the bottom of your funnel as business conditions change. 4. high tech product. and if you use my lead generation system. but few sales people can fire back fast answers to any of them. unless on a scale from 1 to 10.Getting Those “Lazy” Distributors to Go Sell Something Have you ever tried to get your distributors to sell a bleeding edge “missionary work” type of product? It’s like nailing jello to the wall. Your precise answer to these four questions is your Unique Selling Position. And I’m not going to actually. and they’re not going to do it again. 5’s. I ain’t even calling a customer on the phone unless they’re a 5 and they’ve called me first. It must be written down and you must be able . It just doesn’t make business sense for him to do so. probably more than once. reps. You can actually have such a wide funnel that captures so many leads and interested prospects that you then devise second. third and fourth steps in your marketing system that further separates the diamonds from the dirt. and even your own sales people are much more eager to go see those customers. They’ve fallen f or that before. And they don’t like eating baloney sandwiches and ramen soup. A built in feature of a true marketing system is that it qualifies leads for you so you can determine the quality of each lead with a high degree of accuracy. 2. Why should I read or listen to you? Why should I believe what you have to say? Why should I do anything about what you’re offering? Why should I act now? These are very basic questions. You can’t get a distributor who’s making maybe 20% gross profit to stock and promote a product that nobody’s eager to buy. and you’ll be certain that they’re pre-disposed to buy before you get in your car and go see them. then you won’t have any problem getting serious potential customers to raise their hands and express interest in that product.

they already understand exactly what you do. and every time you talk to them. rather than taking whoever you can get. . you’re far less concerned about each deal than if you have to dig them up by hand. and it’s ugly. An effective marketing system solves a number of very difficult business problems: • • • • • • • You have enough “deal flow” that you can choose customers who match your capabilities. 6. You are in the best negotiating position with customers when your marketing generates “deal flow” which exceeds your capacity. whether directly or indirectly. And that’s good. persistently reinforce that message. But you must resist this temptation and consistently. because when they call you. which is: 5. they should regularly get things from you that reinforce what you told them the first time. then he’s in charge.” You can anticipate variations in your available capacity and revenue stream and open up or tighten your sales funnel as necessary. you should reinforce the core ingredients of your sales message. He can dictate the price and the terms of the deal. because a customer who senses you don’t need him is more likely to buy from you than if you have to beg. You have more negotiating power because you can safely “walk away from a deal. If your customer has more options than you. you must communicate your core sales message. and you don’t have to be. Your message will never be consistent unless everyone in the company agrees on what it is.” Clients have more respect for you because you didn’t “chase them down. Have you ever taken one of those negotiating classes? Who has the most power in a negotiation? It’s the person who has the most options. Every time you communicate with your customer. There are ten potential suppliers and only one General Motors. rather than worrying about whether or not you can close a deal. You don’t want to be in that situation. You don’t have to alter your manufacturing process or systems to accommodate customers whose needs don’t match your capabilities. Everything you do should answer those questions in a consistent way. what’s unique about you and how you can help them.to repeat it in the middle of the night when your spouse wakes you from a deep sleep. and it’s easy to stop doing things that work just because you get bored with them. People forget. rather than scrambling at the last minute. If your marketing system delivers good leads to you every day. It’s never good enough to say something just once. The pricing is cut throat and everyone gets squeezed real hard. Your time with customers is spent productively. If you change your message every month. This goes hand in hand with the next principle. I’ve spent a fair amount of time doing deals in Detroit. You are able to focus on the nuances of solving your customers’ problems and building personal relationships with them. you’ll never get real traction in the marketplace because customers will have only a vague idea of what you do. It’s easy to get tired of constantly saying the same thing all the time. Once your prospects have contacted you.

Marketing is far more systematic and formulaic. dealing with difficult decision makers and actually getting hard purchase orders. navigating the complexities of the customer’s organization. and for you. technical guy learn those important nuances of the sales process? Well you usually won’t learn it from a ‘natural born salesman’ like my friend at the rep company. In case you’re not familiar. but I . However. which meant he was easily making several hundred thousand dollars a year. But none of this seemed to matter. How Does a Technical Guy Get the Hang of This. For example. and it was pretty obvious that his skills were helping him sell more than my skills were helping me sell. My Friend. The human side of this equation comes much more naturally to some people than to others. I desperately needed to know what he knew. You also must understand the psychology of the sales process and the emotional reasons and motivations that cause people to do what they do. Meanwhile here I am. in some very competitive product categories. I say that because I did learn those things. He couldn’t seem to explain what he did or why he did it. That’s why it’s almost impossible to learn anything from most college professors. his writing skills were absolutely terrible.7. furiously searching for a success secret so I can put some money in my checking account and pay for my baby girl’s diapers. he could barely spell and he was a very non-technical person. than creative Most people in hi tech sales have some sort of technical background and are sometimes engineers who’ve transitioned into a sales role. Many of you own consulting practices. not customer service or tech support --. What was really amazing about my friend was that not only was he extremely successful. His skill set was the exact opposite of mine. Anyway? So how does a systematic. He would say amazing things to customers that I could never get away with saying. make cold calls and secure appointments – which is ironically what I now teach my clients not to do! But other aspects of the sales process just mystified me. there are literally hundreds of companies who sell circuit boards. I struggled to learn every bit of it. he just did it. integration companies and service firms. He was selling to some of the biggest companies in Chicago. the Uneducated Sales Wonder Boy I had this job at a manufacturer’s rep firm and there was this guy I worked with who was the top salesman in the company. a fiercely competitive market. usually at higher prices than some other vendor just down the street.as in prospecting for new business every day. selling is a necessary evil. I watched him as closely as I possibly could. only had a high school diploma. When I went from engineering to sales. He was personally handling almost ten million of dollars of business at anywhere from 2 to 10% commission. His intuition and ability to think on his feet made up for all that. I already knew how to dial for dollars. because he doesn’t know how to teach you. he hadn’t gone to college. It simply is not enough to understand the technical merits of your product. People who do things that naturally are usually poor teachers. Teaching an Technical Person to Sell The career transition to sales can be a very difficult one. and it often fails. you can learn it from someone who ‘learned it the hard way’ – someone like me. and what was really frustrating was that he really couldn’t teach me his thinking process. but this guy had exclusive contracts with some of his customers. he sold printed circuit boards. Especially when it is “real” sales.

press releases and white papers. you’re just following people who are following people who are lost. from industrial control systems and medical equipment to electronic components to diet plans and magazine subscriptions and the high tech gadgets in those airline catalogs. and what you tell your customers face to face. by definition. marketing. If you’re going to successfully sell in print. for that matter – can become very skilled at sales. you need to study the people who make their living by doing just that. If there is a difference. and I’ll show you a company that’s spending millions of dollars on irrelevant marketing campaigns while the sales people are dialing for dollars to make their numbers every month. Who Really Knows How to Sell in Print? A direct marketing company. newsletters. but 95% of marketing people have no clue. There should be no fundamental difference between the message in your ads. and easily adapt them to fit your product or service. What worked in 1925 and 1967 still works in the 21st century. This is 100% wrong. As you fine-tune this process over time.eventually got my arms around this. But more about that later. One of the great misconceptions in business today is that sales and marketing are two different disciplines. re-invent the wheel. I actually learned it from people who write highly effective advertising. . Direct marketing companies are the best kind of companies to study. You need not. and even advertising. and the separation of the two is the cause of many huge problems. by the way. because they’re the only companies who can prove what they got for those dollars. 8. And oh. Response-accountable direct marketing is used to successfully sell almost every conceivable kind of product. brochures. And that’s why my discovery of response-based marketing was so crucial. because they are not privy to your formula or system. which are included in my system. Most of them will think and operate like the rest of the herd – they’ll continue to use the same inefficient. the disconnect between marketing and sales is also a symptom of a bunch of departments who have no collective agreement on what the company’s message really is. obsolete image advertising / dial for dollars and shoe leather sales formula that simply doesn’t work – and they really won’t understand what you’re doing at all. and sales has to ignore everyone else in order to get their job done. you can achieve a level of effectiveness that frustrates and baffles your competitors. You Can Sell With Proven Formulas That Work Again and Again The good news is that technical people – and anyone else.” Advertising and marketing are selling in print. and if you copy them. There is an entire industry called response-accountable direct marketing. is a company that sells without sales people. No person in marketing can afford to not understand the direct marketing industry. it’s usually because marketing lives in an ivory tower. once they learn the core principles and formulas. the ads are written by some agency in LA. because human nature has not changed and never will. website. Marketing and sales are much closer to each other than most people think. Show me a company with sales on the first floor and marketing on the fourth floor. This also means you can take templates and examples that others have used. Advertising is “selling in print. and in fact should not. Most companies cannot prove that their marketing works at all. which I have spent years of my life intensely studying.

People just assume that most advertising must somehow. most deliberately avoid doing anything that allows their work to be measured. that would be very misleading.” No. They’ve never been in a situation where if they don’t get the purchase order this month or sell the lady the vacuum cleaner or cookware. Many ad agency people are really misplaced creative types that should be selling pottery and paintings in craft shows and coffee shops. You may imagine that they have some magical. Zip. and real practitioners always measure it. They can buy it at Wal-Mart for all I care. Nada. it’s his salesman that sells the advertising. As long you don’t rigorously hold his advertisements accountable for black-and-white. Therefore it’s really the only kind of marketing that’s rigorous and scientific. It’s always measurable. and in fact most of them think they’re above it. make people buy stuff. So why would you want to buy advertising from a guy who knocks on doors? Fundamentally what the ad agency appeals to is your ego. whatever that means. They literally knock on doors. magically. Sucking up to the Client . dollars and cents results.Now when I say “direct marketing” I’m not talking about how the product is physically delivered to the customer. The Lie About Advertising That 95% Buy Into Then the agency tells the client The Great Lie: “Advertising cannot be measured. It truly separates the men from the boys. ever had to sell for a living. because it may not work at all. don’t be fooled into thinking it works. which further illustrates the problem. Have you ever noticed that ad agencies don’t advertise? Here’s a little experiment: Grab your Yellow Pages book and look up “advertising agencies. “Well the advertising guy at least has to sell his advertising services. profound wisdom about human psychology that is beyond the realm of mere mortals. they’ll be buying their groceries on Visa next week. The fundamental reason for this is that most of them have never. They all hire telemarketers and sales people who dial for dollars and pound pavement. then all he has to do is create pretty ads that make your company “look good”. Direct Marketing simply means: Communicating to the customer in a personal way and asking them to do something. And while there are certainly some good agencies out there. vague message about how xyz company will make you cool. They have no business selling your product or company to your customers. The Ad Agency Racket I’m going to talk about ad agencies for a minute. There’s very little truth in this. You can’t quantify this or count how many leads come in. So when you see an ad or billboard with some bizarre picture mated with an obtuse slogan and a short. At this point you might be thinking. bottom-line. True response-based marketing is much more formulaic than creative! Most people think that advertising people have some esoteric formula for hypnotizing people as they flip through the pages of a magazine or channel-surf on TV.” How many ads for ad agencies do you see? Here in Chicago. You just have to get your name out there so people have heard of you when you call them. and some of this may offend you.” And the customer doesn’t have a clue whether the ad really works or if it’s just wasted money. the number is ZERO.

the #1 salesman at the company could not – by breaking them down into formulas that could be put into an ad. It’s very systematic and easily learned by people who have technical and business backgrounds. needs. manages to bill big corporations for hundreds of thousands of dollars and keep them happy. Technical Specialty Am I saying that Nike and The Gap and Budweiser are all run by a bunch of yo-yos who are pouring their ad money down the drain? No. who couldn’t sell a loaf of bread in a concentration camp. Creating a marketing message that is well understood. press release. It’s all puffery and meaningless chest beating. It is not fundamentally about “image” or “branding. How a Technical Guy Learned How to Write Great Ads & Give Great Presentations That’s exactly how I learned the organic nuances of selling. it can and should do far more than that. It should educate your customers and position you as an expert at a known Return On Investment. Once you understand the formulas. Why Ad Agencies Don’t Advertise If you want to learn more about this. and once you understand why those formulas continue to work. You are in a technical specialty. loves. despite the fact that those ads may not actually sell anything. and that’s exactly how a good marketing system really works. But truly effective advertising is not done that way. Advertising a Mass Market Commodity vs. you’ll enjoy one of the tapes in my system. most of which have been used by very successful companies for a century or more. You do not live in that world. hates and fears of YOUR customers. But these companies sell very simple commodity products that must compete in a broad consumer market. and image is king in that world. sales letter. It is NOT some wild creative voodoo that’s only understood by people who practice Feng Shui and meditative chants. brochure or web site. I’m not. It’s called “Why advertising agencies don’t advertise” and it’s an intriguing exposé of the shell games and sleight of hand that’s used in one of the world’s most wasteful and deceptive industries. Your website. Effective advertising nearly always follows time-tested formulas that work again and again and again. So while advertising promotes your brand. I learned some of my most valuable methods from books that have been out of print for thirty or forty years! These old masters explained to me the things that my friend. But your prospects and customers couldn’t care less. You can use well-proven methods to design a marketing system that works for you by making sure that your sales process works the same way in print as it would work live in person. I learned them from the old masters of response-based advertising and direct marketing. or brochure has to interact with the customer’s emotional hot buttons and inner motivations and persuade him or her to take action. and getting that message to cut through the clutter and noise of the marketplace is a lot less mystical than you may think. Technical and business people relate to logical systems and processes. And that’s how some artsy ad guy. who all think it’s great.He creates stuff that tells everyone how fantastic your company is and strokes your ego and the ego of the VIP’s.” It is about telling your own unique sales story in a way that matches the wants. you will have mastered the most difficult elements of the sales process. You can all play golf and congratulate each other on how beautiful the new ad campaign is. sales letter. .

The product we were selling cost well over $1000. the best of luck to you and don't be a stranger. or direct mail. You can’t begin to imagine the quantity of pure drivel that rolls off of editors fax machines and mail slots every day. because almost every information request came via email. This is why advertising isn’t enough – effective publicity is a vital part of any marketing campaign. vague and pompous all at the same time. but I do know thirty ways to bring you one new patient a month. It’s not just advertising. Another important skill the system teaches is exactly what kind of relationship you should seek to develop with magazine editors. What other people say about you (publicity. Once I sent a press release that generated over 200 sales leads from just one trade magazine. Had it been an advertisement. The problem is.) Anyway. it’s important to mention that a marketing system is never just one thing. or referrals.. or publicity. who works at one of the oldest and largest technical trade journals. “I don’t know one way to get you thirty new patients a month. I have a friend who helps dentists bring more patients into their practices. and how to integrate free publicity into all the other things you do. too. especially in Business-toBusiness sales. so that synergy exists between all of your marketing systems. Most press releases are poorly written. the same amount of space in that particular magazine would have cost six thousand dollars and it wouldn’t have worked nearly as well because it would have been an ad. The best part is. and that press release got us into three Fortune 500 companies and many other smaller ones. That’s because nobody wants their competitors to . one magazine editor. it cost absolutely nothing. it's been a pleasure working with you. and a collection of great testimonials is one of the most powerful things you can possibly have.9. I know you'll be a success at whatever you turn your hand to (although I'll admit to a certain sinking feeling at the thought of one of the few. Testimonials are extremely powerful. When I left my post as a corporate employee. A Real Marketing System is Multi-Faceted By the way.” And that’s the best way I know to describe how a really good system works. Let’s start with the simple press release. You can leverage the power of your existing customers and the media to tremendously increase the impact of your marketing message by making it far more credible. referrals and testimonials) is infinitely more believable and less expensive than what you say about yourself (conventional advertising). how they see you and how you should see them. Most companies do an absolutely terrible job with this. the proud. It’s the combination of all those things working together. yet a really good one can do amazing things. In my system I teach you the art of writing highly effective press releases. The Amazing Power of a Great Press Release Creating a press release does not have to be difficult or complicated.. they’re very hard to get. the savvy PR people I know leaving me at the tender mercies of people who write bad press releases and then call me up and whine at me. These were quality leads. He always tells them. sent me the following note: Perry.

so they just ignore them. then you’re going to do as much of it as you possibly can. Now does that make any sense at all? If advertising is where contact with new potential customers is initiated. But getting down to the truth is very liberating. with no changes or alterations. Many people are afraid to answer these tough questions. even though I haven’t changed it in three years. not only because it prevents you from wasting money. Smart marketers know their numbers: How much a customer is worth. Marketing projects / dollars must be measurable and accountable for ROI just like every other aspect of your business. and you’ll find it in my system. The Money-Making Secret of Having One Good Ad Here’s a secret that people in the mail order business have known for decades: One really good ad in the right place can earn you money for years. but it also tells you where your money is doing the most good. If you called up your stock broker and said “how much is IBM selling for today?” what would you think if he said “Oh. a warning that they don’t know whether their advertising works or not.know that your product is part of their success formula. 10. and where you should put more of it. That’s the only way you know if you’re making money or not. I just don’t know which half. sales and customer service. A symptom of the problem is what happens to advertising budgets during lean times: They get slashed. in dollars and cents. it’s been doing really well. effective advertising is one of the great success secrets. “I know half of my advertising dollars are wasted. what they can afford to spend to get a customer. The same applies to the operation of any aspect of your business – production. you’re going to have to answer tough questions.” but dodged your questions every time you wanted a specific answer? You’d fire him in a heartbeat. And when you use rigorous methods to identify advertising formulas that work. but you can do much better than that. It’s just like that website I mentioned earlier that sells for me all the time. why would you stop when business is slow? Wouldn’t you want to advertise even MORE? This should be a blazing red flag to everyone. The Numbers You Must Know to Be a Smart Marketer Well if you want to make your marketing just as accountable as your stock portfolio. If advertising is the great hidden waste in corporate America. . Fundamentally what you’re looking for is advertising and marketing mechanisms that give you $2 for every $1 you put in. Maybe even more if you’re in a recession. Well I’ve learned a trick to getting testimonials that works almost every time.” A company like Coca-Cola that does image advertising of a mass marketed consumer product may have no choice but to accept that answer. How much does it cost to get a new customer? How much does it cost to get a sales lead? How much does it cost to send a salesman to an appointment? How much did you spend on your advertising. and the Return On Investment for each ingredient in their marketing mix. You want to know exactly how much the stock is worth. direct mail and literature fulfillment and what was your Return On Investment? You may have heard the phrase.

you don’t stand a chance. and he never really did anything. Those people are absolutely 100% totally dead wrong. You can use them to write instruction manuals and employee handbooks. bakers and candlestick makers – We all fundamentally make all of our decisions based on emotion. the same techniques and the same criteria. actually true. All people make buying decisions based on emotion. but keep them out of your sales and marketing department. How much money does it cost us to get a sales lead or a new customer? And how many more can you get by spending that money again? And what can you tweak so the results are even better next time? You Will Sell Yourself the Same Way I Sell Myself It’s very important to point out that I teach my clients how to market themselves and their businesses the exact same way I market myself and my business. I use the same systems. Some people think emotion has no place in business-to-business marketing. response based marketing. and ministers – PhD’s. this is really. Engineers. The world is a busy. accountants.Tapping this goldmine is a huge subject that gets extensive treatment in the system. but in any case it probably happened through means that can be replicated in other businesses and situations. you’ll respect me because you found me and I didn’t hunt you down. cluttered place with advertisements and messages everywhere. A surprising number of my clients have made the following statement to me: I hired a marketing consultant and spent $50. you contacted my company. delivery truck drivers and farmers – and butchers. If your message is boring. and because what I teach and what I do are consistent with each other. not logic. the same mechanisms. then get a different product. Show me an ad or brochure that doesn’t provoke any emotion. trade journals. If you can’t think of anything exciting about your product. This sort of thinking is exactly why most business-to-business marketing is so dull. attorneys. Logic supports our emotions and is used to justify our decisions after we have made them. What you’re reading right now is not a thinly disguised promo.000. and I can guarantee you that it doesn’t work. My company didn’t contact you. And when you have a bunch of different media working for you – website. but I believe it all comes down to the client not having a clear mandate that marketing must be held accountable for concrete results. direct mail. postcards and more – it’s ridiculously easy to make money. But don’t be boring. How did you get your hands on this tape or CD? Either you found out about it through some kind of media or someone told you about it. The Cardinal Sin in Marketing: Being Boring The greatest sin in marketing is being boring. 11. . therefore your marketing must use emotion to sell what people want. Yes. but emotion is the core ingredient. Show me a product that people have little emotion for and I’ll show you a product that’s hard to sell or has very thin profit margins. And someday when we meet in person. It’s productive information that you can work for you starting right now.” There are probably a zillion possible reasons for this. housewives. I teach you to market yourself the same way I market myself: With results-accountable. not what you think they “need” or want them to need. Logic plays a part. executives.

my company developed this exciting new product that’s so good. believable and credible. the service would replenish your supply automatically. But as we all know. A very practical example of this is marketing on the Internet. Tap into that conversation and your income will grow. You need to figure out what your customers love. Why did it fail? Because that business did not enter the conversation that was already going on in customer’s heads. Even well executed great ideas are on every street corner. yet illustrate the incredible power of emotional marketing. but nobody was losing sleep because they might run out of toilet paper or shaving cream. there’s a difference between emotion and hype. This looked very promising. It was a flop. If someone types in a specific phrase in a search engine and your product comes up in the first few entries. It was a great idea from a salesman’s point of view but not from the customer’s point of view. very powerful way to obtain new customers. Every week he had entrepreneurs coming into his office. I’ve got a warehouse full of these things. and what they hate.Please understand. it’s free advertising. All great leaders and managers. They’ve brought me a thousands of customers over the years. Several years ago I was working with a company whose “great idea” was scheduled delivery of household consumer products. It didn’t harmonize with what they were already thinking about. 12. I’ve gotten boatloads of quality sales leads just exactly this way. This of all things is the greatest and most profitable art form in marketing. All you had to do was decide on a delivery schedule and you’d never have to think about those items again. I. Nobody was really thinking about this at all. it’s not as simple as just throwing some information on a website and waiting for the orders to start coming in. You’ve got to know what aspects of their job they’re emotional about and design your products. it sells itself. and marketing to address those felt needs. That phrase that they type in Yahoo! or Google is part of the conversation in side their head. and always will be. what keeps them awake at night. Your message doesn’t need to sound like late night television in order to provoke emotion. There has to be a precise match between the words your customer is typing in. You will capture the attention of your customers when you enter the conversation already taking place inside their heads. In my system there are dozens of examples of advertising and sales messages that are professional. Search engines are a very. and the content on your website. One of the greatest mistakes companies make is developing products based on a “great idea. lost money in that business. . all great marketers. The idea was that just when you were about to run out of something like taco shells or Kleenex or vitamins or peanut butter. can you help me get rid of them?” Great ideas are a dime a dozen.” My friend and fellow consultant Rob Olic used to be Marketing Director for small business development at the prestigious Wharton School in Pennsylvania. It was a great idea because it was convenient for customers and it was an automatic revenue stream for the company. and they’re practically free. what gives them ulcers and what catastrophic events they dread. telling him “Man. It’s a very strategic process and it requires that you know exactly what your customers are already looking for. They solve problems that people have been laying awake at night wondering about and worrying about. but that doesn’t mean they’re successful in the marketplace. They address irritations that have been lurking under the surface. services. and a lot of other people. all great teachers and all great product designers learn how to harmonize with the emotions of the people they work with and turn them on and off at will. Winning products and marketing messages talk to people about things they’re already wanting and thinking about.

If you deliver products that people truly want. Auto mechanics think in terms of car parts and History teachers think in terms of history. Each one has its own language.13. you should always think in terms of what you would tell the person if you were sitting across the table from him. You can be extremely effective selling to a group of people if you understand how they talk to each other. Then you can be one of them instead of being an outsider who’s trying to peddle something. Marketing and selling are much more alike than different. Skateboarders think about skateboards and they use skateboarding words when they talk. passions. solid. Mexican people think in Spanish. If you began a meeting with a huge potential prospect. concrete reasons to do business with you and they will. it’s a temptation to switch to a company that doesn’t put up dumb billboards. you would ask her to take some sort of action. it’s the guy that came up with that billboard. even when they’re not talking about skating. There are thousands of tiny subcultures related to various professions. It’s a picture of a guy sticking a fork in a toaster. and services that solve problems that they’re genuinely bothered about – AND talk to them about those things in the same language they use when they talk to each other – then sales resistance melts and disappears. You will earn the trust of your customers when you talk to them the same way they talk to each other and themselves. and the guy who signed off on the whole thing. You would start by listening to her – making sure you understand the problems she’s facing and repeat them back to her to verify that you in fact understand what she wants and needs to change. puns or abstractions. Kind of like changing your phone company. Don’t succumb to such ridiculous messages and schemes. not catchy slogans. would you open your conversation with a pun? Would tell him bizarre jokes and show him abstract pictures? NO. And when you got done. customs and rules. If there’s any two people who deserve to be unemployed in the present economic turmoil. Give people strong. clever phrases. with as much proof as you could possibly produce. press releases. hobbies. Once Again: Marketing is “Selling In Print” Why should your advertising and sales literature be any different? Most people will not relate to your attempts to be clever or funny. Chinese people think in Mandarin. industries. cultures and geographies. You’d begin your presentation with an attention-getting statement backed up by features and their tangible bottom-line benefits. More than anything. Americans think in English. brochures or anything else that you do. 14. Yes. Your marketing should deliver a concrete explanation and promises of tangible appealing value and specific calls to action. It says “Bad idea. . So when you’re writing ads.” Where’s the tangible appealing value? Where’s the specific call to action? There IS none. At the moment there are billboards all over Chicago with one of the stupidest ads I’ve ever seen in my life.

big mistake. That’s right. . Yes. layman’s tone of voice that strives to build trust. rather than dazzle and impress. This is a big. Therefore your customer list deserves even more reverence. security and protection than your product.15. astonishing situations and events? Of course you do. letting them know what’s new and always reinforcing your sales story every time you contact them? If your customer list is the most valuable thing you have. You Can’t Compete With Hollywood But one of the worst things you can do is deliberately try to impress your customers. for eight bucks you can go to a movie theatre and watch Bruce Willis or Arnold Schwarzenegger deliver two solid hours of stunning imagery. Why? Because you’re not Hollywood and you don’t have $100 million dollars. you immediately cause your customer’s guard to go up. Nobody cares how many billions of dollars of assets some insurance company has. at home. He immediately stops believing you. Customers should be spoken and written to in a conversational. Most companies are trying so hard to impress people. They’d much rather know that you really care about their problems and that you want to help them. lighting. people like to be impressed. those people who have expressed interest in your product or service. nobody can figure out what they do. instead of building trust. you can even get the same thing. then how valuable are your customers? It’s easier to get a product than a customer. address. Here’s what happens. Everybody does. These days. with a few thousand dollars of equipment. or how smart you are. maybe better. More importantly. Do you like to see impressive. The most valuable asset you can own is a well-maintained customer database. And the second most valuable thing you own is your list of prospective customers. Just doing a good job of this will put you head and shoulders above the crowd. then your source code is like the family jewels. If your company writes software. And impressing people is not your job. nobody cares how impressive you are. the most valuable thing you own is your list of customers. no matter what you do. And they do a great job of it. educate and persuade. phone number and email address of everyone who calls you? Do you stay in contact with them. That said. That’s right. amazing things? Do you like to witness jaw dropping. educating and persuading. Do you capture the name. splashed across the big screen in blazing color and Dolby Surround Sound. And it only costs eight bucks. almost on a subconscious level: When you try to impress. and Hollywood thinks nothing of spending $100 million on a picture so they can give the people just what they want. Well if your product is that valuable. it’s simply amazing how many companies are sloppy about what is arguably their most valuable piece of intellectual property: Their customer database. You’ve probably got a safe somewhere in your building with that code locked inside. action and thrills. then maintaining it and growing it should be your number one priority. They’d much rather know that you will go to the mat for them when there’s a problem. and if you’re smart you’ve also got copies at a remote location. 16. what you make. Your job is to help them solve problems and capitalize on new opportunities. special effects.

Common sense knows better than to treat customers this way. Clearly whoever sent this mailing did not know I was already an angry customer. I was furious. two or three days at a time. You can’t afford to lose a friend. and good (though otherwise dishonest) advertising. but it’s still worth saying: In your rush to get new customers. who doesn’t know how to keep a customer happy. If you do a bad job at this. I never had to think about them. all the great marketing in the world will just put you out of business faster. who offered to help again. because the site always worked right. Your existing customers are the number one asset you have. Now here’s a company with good marketing. give them web addresses and passwords and transfer their files. closed the account and switched to a new hosting company. ever do business with them again. set them up.9% uptime” which if you do the math was a blatant lie. Here’s a story about a company that’s has never figured that out. very dumb. Maintain a personal relationship with them. An Internet Tale of Woe Last year I had an Internet Service provider for my website. We all know it would cost them a lot less money to do a good job for their existing customers than to acquire new ones. and by the way they said “Guaranteed 99. And very expensive. They only know how to replace angry customers with ignorant ones. . Even after I closed the account. And remember that most of your existing customers are unaware of your entire range of products and services. who did a very nice job for a long time. But the problems didn’t go away. I sent the president some very angry emails. especially over incompetence and apathy. Friends come and go but enemies accumulate. At about this time I started getting direct mail pieces from this same company. I called the company. It’s much easier and less expensive to serve existing customers than to get new ones. It took more emails and phone calls to straighten that out! And I still get mail from them every few months. I talked to my account rep. What you sell should be re-packaged and re-invented to differentiate it from competitive products and make apples-to-apples comparisons difficult or impossible. they continued to try to draft my credit card for $50 per month. Don’t Lose a Friend Over Incompetence and Apathy Friends come and go. Take good care of your customers.17. But they started to have problems. Very. good use of direct mail. but enemies accumulate. Every time I get anything from them it makes me mad. inviting me to use their web hosting services. Meanwhile the direct mail pieces still kept coming. don’t forget the old ones. and my entire website was down several times. who apologized for the inconvenience and said he would help. And I swear I will never. It was certainly a major hassle for me to change and start over with a new vendor. The only response: a voice mail from the same account rep. They need to hear your whole sales story just as much as everyone else does. I decided to go above him. 18. Don’t let this happen to you.

Do you remember when Richard Nixon left office during the Watergate scandal? The entire nation was in shock that its very own President would tell a bald faced lie on television. AOL has always made it very easy to install their software and they’ve distributed their CD’s to just about every living creature in North America. add services. My definition of a commodity is something that can basically be bought and sold by the pound from a half dozen or more companies. because such behavior was totally unacceptable. many product categories that are commodity items. and were so desensitized. Techniques that worked 10 years ago may not work now. and everyone knew he was lying. Features like AOL Instant Messenger have proprietary features that other providers can’t duplicate. This is so powerful for Microsoft that it had Netscape and all the other enemies of Microsoft screaming bloody murder. And that is very bad for you. Clever. then you need to take drastic measures to change that. but this is incorrect. There are many. Many products and services commodities. Some people might think it’s OK since perhaps they can get away with things they couldn’t before. Cynicism is at an all-time high. he had no choice but to resign. Interesting Packages are not Commodities Microsoft’s problem with the Federal government is very complex.The worst thing a business can do is be just like everyone else. . but that’s only true if nobody gives them a reason to pay extra and get more. but the whole debate about packaging Internet Explorer with Windows proves the power of bundling things together. said “Read My Lips: No New Taxes” and somehow it didn’t seem all that surprising when he raised taxes anyway. Things change. People are cynical and will only believe what you can prove. And the worst reason your customer can have for buying your product is that it’s the cheapest. You and I must fundamentally understand the culture and times that we live in. die by cheapest price. Another Internet example: America On Line has done a very admirable job of packaging their service such that it can’t be directly compared to other Internet Service Providers. It’s still bad. but Americans have so little trust for their leaders. Clinton was lying. You need to learn from Microsoft and AOL and add value. and if yours are too. Richard Nixon Loses & Slick Willie Wins Fast Forward 24 years to the Clinton / Lewinsky scandal. because true business relationships are always built on trust. Once the truth was known. 19. Live by cheapest price. George Bush Sr. that he managed to stay in office anyway. bundle things together and make it so that a true apples to apples comparison with some other brand is difficult or impossible. This is how they’ve maintained a price over $20 while many of their competitors went broke trying to do it for free. Trust is at an all-time low. The Pathetic Life of the Lowest Bidder It’s easy to think customers only want the cheapest price.

20. Produce white papers. Actually this idea is a distant cousin of “invent a better mousetrap and the world will beat a path to your door. trade shows and public events. I show numerous examples of companies who have the cajones to prove that what they say is really true. you appoint yourself as the expert and just start acting like one. This is one of the greatest secrets to marketing success that you can possess. They still desperately want to have partners in business who will tell them the truth and keep their promises. Get yourself on talk shows. not some suspicious car salesman in an ugly polyester suit. I hope you’re paying attention.What this means is: While you tirelessly go and tell your story every day. Become the most visible person in your field. and you’ll pick up a lot of customers from companies who do not keep their promises. and when you finally have gray hair and a colostomy bag. paying your dues. Write books. it’s not even likely to work at all. Not only is it difficult. Don’t you hate going to see a customer when you know deep down that he really thinks you’re wasting his time? Don’t you hate being knowledgeable and sincere about your field of expertise but not being believed or trusted? Isn’t it frustrating to be thought of as “just another guy who sells xyz” when deep down you know your product is really superior? You want to be an invited guest. lay it on the line and guarantee performance. They get on the Oprah Winfrey show. In the entrepreneurial world. you must expect never to be believed the first time. then they’ll know that you’re an expert and they’ll ask you what you think. organization meetings. but not in the entrepreneurial or business world. You might have assumed that if you want to be an “expert” then some large institution has to anoint you with that title. Maybe you thought you could only earn that status after years and years of relentless toil in the back office. They speak at conferences. If you can do this. It might work that way in academia. crawling buck naked over mountains of broken glass. They write books. You will dramatically enhance your credibility as a sales person by authoring. They take phone calls from reporters and magazine editors who want to know the “real” scoop. you’ll keep your customers for a long time. Publish magazine articles. Speak at conferences. You want to be a respected authority. This deserves some serious thought. because if you truly understand this simple concept. Get yourself quoted by other writers. You Can Be Your Industry’s Media Golden Boy Most people have never thought about this much. So what do experts do? They publish their views and opinions. Make sure magazine editors call YOU when they need information on your subject area. This one principle will give you an edge over everyone else. not an unwelcome pest. Here’s how you can gain extraordinary credibility. Can what you say be proven? Can you offer a guarantee? Is there a way that you can lay it on the line and visibly demonstrate to your customer that you can deliver the goods? People may be cynical but they still crave trust. You want to be an expert problem solver. In my full-marketing system. not an annoying peddler. . And you must not expect anybody to believe anything you say unless you can prove it. it will change your business life forever. speaking and publishing quality information on your field of expertise.” This method of achieving notoriety is way too hard and takes way too long. It changed mine.

usually 1-3 pages is plenty. how am I going to fill my magazine with interesting stuff this month?” Normally their budgets are thin and they can’t afford to have a platoon of reporters scouring the industry for interesting angles. with the whole story of how this new technology saved the day for the ACME company. Yes. No. as most high tech companies do. They don’t have to be long. First. You just need to publish and publicize like a madman. it’s more believable than advertising.Being a Commodity Won’t Make You Famous Now if you’re just another Joe who peddles toilet paper or telephone wire. informative material that really helps people solve problems and stimulates the customers’ thinking process. No. The guy who sells dull grey telephone wire tells you about the customer who spent a little more money to get the premium quality version and cut defects by 5% and saved $300. angles that somebody really wants to know about. long time. it’s right here: finding angles on your solutions that create interesting stories and applications. Second. it always pays off in the long run. Who wants to read about some familiar commodity item that everyone already understands? No. crave stuff like this. Writing magazine articles is not very hard. you can use it for a long. The shrewd marketer takes it a step further – she interviews the customer and puts it in writing. there are interesting angles on even the most “mundane” subjects. Every day they wake up in the morning thinking “OK. I’m talking about interesting. There are people who will pay a lot more money for soft toilet paper. Those people will take you real. You need to do more of this than your competitors do. especially in trade journals. You can get copies of the magazine and show them to customers as a credibility builder. real seriously if you can legitimately demonstrate in the media that you understand these problems. If you and your company bring a special angle to some narrow category.000 per year in warranty returns. Each of those narrow subjects represents a marketing niche that you can capitalize on. because it’s editorial content. You can reprint them as white . But if there’s any place for creativity in marketing. Beat Your Competitors to the Punch Many times your competitors are not even doing it at all. Infomercials vs. it’s going to be pretty hard to find anyone who’s looking for an expert on those subjects in the first place. She engages thousands of readers by explaining how and why it’s possible to produce such “miraculous” results with her unique process. Sales people intuitively collect stories like this. And even if it seems like a lot of trouble to do this. and all those niches represent an opportunity for you to be a big fish in a little pond by talking about those special problems and how they can be cleverly and creatively solved. That should be reason enough. Real Content Now let’s get something straight here: I’m not talking about thinly disguised infomercials that do little more than tell readers how great your product is. you need to be an expert on something that someone doesn’t know about but wants to – like specialized chemical processes for increasing the yield of toilet paper manufacturing plants. Editors hate that stuff. and the good ones run from it like the plague. they’re dependent on vendors to help them find interesting content. There are people who need wire that exceeds the norm by 150%. Magazine editors. Or the nuances of wire making machinery and why the copper in your special wires last longer when it’s twisted and flexed. you can become a leading recognized expert on that subject in a fairly short period of time.

Heck. The process also helps you organize your knowledge so that it’s more effective in every other venue. If you write something down. you might be a terrible writer. I used this exact publishing and publicity approach to catapult a tiny company with less than 20 employees to national prominence in its industry with over 100 pages of free press in a single year. But I don’t really care. charging $1500 for a seminar that some vendors were attempting to give for free. Instead. sneaking past gatekeepers and annoying otherwise promising customers. then let somebody else get famous. If you write a book.” But please realize: you do NOT have to be a “writer” to do this. This company was very small. ignoring ‘no solicitors’ signs. just do it.” That’s OK. You can appoint somebody to be your marketing and publishing person. Quite frankly I’d like to say. he asks me how he should approach the problems that I’ve written about and he takes what I say seriously.” Everyone in your field will always recognize you as an expert. And you should consider charging good money for them.” This is a technology that I personally use every day. “OK. you’re always “The Guy Who Wrote The Book On ________. I was the first in my niche to do this on a grand scale. I know what you’re thinking: “I can’t write a book. It gives me such a consistent advantage over my competitors that I can hardly imagine living without it. Actually you’ll be amazed at how much more customers believe what you have to say. Remember: If you go see somebody and talk to them. Many of my own consulting clients have come to me for this service. fine. How was this possible? The answer is in the last principle: . It can be sent to 100 or 100. and my system discusses many more ways that you can re-cycle the information and use it for other things. It doesn’t really matter how you get it written. including a powerful program called “How to Write a Book on Anything in 14 Days or Less. I’ve experienced this myself. and it’s not an exaggeration. they forget 90% of what you say within 24 hours. You can hire somebody to write it for you. Writing takes extra effort but it’s permanent. knocking on doors. You can write it in your own sloppy. I’m not an author. climbing over barbed wire fences. And you can’t have a marketing system that runs on autopilot unless you get your true sales story down in writing. Since I’ve done this I’ve rarely found myself in front of a skeptical customer whose arms are crossed and who looks like he was weaned on a pickle. then whether the book sells or not. Seminars are another way to package your knowledge and build your credibility. You can occasionally outsource this to others.papers. Fortune 500 companies paid us to teach them how to use our products. yet we got pictures of our products on the cover of three magazines and stories inside nearly two dozen others.000 people. You can record yourself talking to a customer on tape and have your secretary transcribe it. terrible English and pay somebody else to fix it later. my system refers you to some excellent speedwriting resources. I hate to write. Charging for Something Others are Doing for Free Here’s another tip: Give seminars on your subject of expertise. it stays written down as long as someone has the piece of paper. The Esteemed Published Author It’s even better to write a book. People respect what they pay for. and you can keep making cold calls. You can use the same material in your own literature. If you know a subject well then you really can write an entire book about it in 14 days or less. My full marketing system explains in detail and with multiple examples how this is done. Not only did we make a lot more money that way. if I try to become a published author. with a pittance of an advertising budget and very thin resources. my high school English teacher will send me suicide notes. By the way. we got a lot more respect as well. not just doing them for free.

newsletters and direct mail campaigns. What this means for you is that instead of providing information about drills. to seminars and white papers. from your sales collateral to the presentations your sales people make. They marvel at my ability to produce tons of sales leads.21. Marshall & Associates 1508 Ridgeland Avenue Chicago. It is an entire shift in strategic direction that has created fantastically effective results for me. It’s an old cliché. Don’t spend another day doing sales the old fashioned. and it can change yours. obsolete way. After have a true marketing system working for you. to copywriting. but it’s no secret once you use a true marketing system. Thank you for reading. it’ll be like your microwave oven. and I wish you the very best of success! For an Audio CD version of this book and Perry Marshall’s special report “9 Great Lies of Sales & Marketing” email system@perrymarshall. you should deliver information about making holes. You’ll get a LOT more sales leads – with fewer literature collectors – and build more rapport with prospective customers that way. It changed my life. In my consulting work I tackle many kinds of assignments. As in thousands of potential customers calling. your automobile or email: you’ll wonder how you ever survived without it.perrymarshall.com . and my students. you will get phenomenal results. my clients. People constantly ask me how I do this. They wanted a hole. I’ve fine-tuned this to the point where results are 100-1000% better than most marketing initiatives.com or call (888)231-9716. What if you got 5 to 10 times as many sales leads as you do now? How would that change your revenue forecast for this year? If you diligently apply this principle. and the results are nothing less than amazing. This is absolutely one of the most important concepts in the entire system. IL 60402 USA Phone +1(708)788-4461 Fax (708)788-4599 www. You can find an audience for this information through every kind of media that exists. from the Total Tactical Review in which I analyze the clients' sales process from ship to stern. ghost writing of articles and white papers. sharing the work at every step in the spirit of an apprenticeship. asking you for information.com info@perrymarshall. and publishing this knowledge like crazy. sending emails. Perry S. You can transform your business with powerful marketing and lead generation systems that work for you round the clock and deliver dramatic results every single day. to advertisements and press releases. but it bears repeating: Nobody who bought a drill wanted a drill. you should lead with information about solving problems. Fundamentally you accomplish this by capturing your collective knowledge and expertise. This is Huge! This is NOT an afterthought. not information about the product or service itself. Most commonly we walk step by step and build their marketing system from the bottom up. And you should incorporate this into everything you do. If you sell a product or service.