Sure Marketing Book
Transcript of Sure Marketing Book
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Sure Marketing Systems..
..7 Step
Marketing
Plan
Manual.
by David Shaw.
Sure Marketing Systems Pty Ltd
www.suremarketingsystems.com
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Copyright Notice.
All rights reserved. No part of this publication may
be reproduced or transmitted in any form or by
any means, electronic or mechanical unless as used
in the paragraph below. Any unauthorized use,
sharing, reproduction or distribution is strictlyprohibited.
This document may be given away for affiliate
purposes only at
hhtp://www.suremarketingsystems.com/affiliates
using tools provided.
You may then distribute using opt in members or
other forms of advertising.
No spam may be used to promote this
book/manual.
Legal Notice.
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While attempts have been made to verify
information provided in this publication, neither
the author, nor the publisher assumes anyresponsibilities for errors, omissions, or
contradictory information contained in this
book/manual.
This book/manual is not intended as legal,
investment, or accounting advice. The purchaseror reader of this book assumes all responsibility
for the use of these materials and information.
David Shaw or Sure Marketing Systems Pty Ltd
assumes no responsibility or liability on behalf of
any purchaser or reader of these materials.
Copyright Sure Marketing Systems Pty Ltd -All
rights reserved.
Who is this manual aimed at?
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This manual is for business owners who are
looking to dramatically grow their business on a
limited budget and for those who dont have
enough time to work on their business as theymight like.
Key Issue.
When using the ideas in this manual you should
also put into place reportsto monitorhow yourideas are working.
Quickly & Easily.
You can then quickly, easily and simply tell if a
new idea or systemis working. If its not, find out
why, and adjust it.
If it is working them simply keep monitoring it.
Proven.Not on Trial.
These systems have been proven to work in manybusinesses in the past. They are not on trial here.
Free to Work on Your Business.
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Once you see the dramatic growth in your sales
you should be free to work onyour business, not in
your business.
More Free Time & More Money.
Your role then becomes a manager of the systems,
and you will be free to spend more time doing the
things you wished you could do, and earning themoney you dreamt about.
God Bless and wishing you every good thing,
David Shaw.
Sure Marketing Systems Pty Ltd.
INDEX
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Preamble.
Step 1 Research
Step 2 Promotion
Step 3 Selling
Step 4 Delivery
Step 5 WOW.
Step 6 Referrals
Step 7 Keep in Touch
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Preamble.
Another Title.
Another title to this manual could have been:-
Seven, Simple, Easy, Proven Steps to Dramatically
Increase Your Sales and Improve Your Net Profit
Substantially
Thats right; if you follow these guidelines
systemically you will get a dramatic increase in
your sales and if you monitor the results of these
ideas and costs in setting them up your net profit
will increase substantially and quickly.
Key issue.Systemize.
The key issue to successfully achieving greater
sales and increased profits is to install systems that
will monitor your ideas along the way.
For example,if you run an advert you should
monitor such things as:-
1.Responses from advert.
2.Appointments made/ Visits to Showroom.
3.Sales from Appointments/ Visits
4.
Numbers and Percentages of 1, 2&3.
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You can then compare results for each advert and
work out which adverts work best.
You should keep a copy of each advert and theresults in a folder so you can review it again in the
future. Often we forget what an advert did and
what we put in it. This helps us remember and
keep the results.
Systems should also be written down for greetingcustomers, sale process, product or service
delivery, referrals after sales service.everything.
SystemsEasy& Simple.
Systems should be easy and simple to follow,
measurable, with numbers and or percentages.
You should educate your staff as to the importance
of systems and systems measurement.
Train Them.
When systems are first introduced to staff they are
often wary and apprehensive.
Not more work is often the retort.
But when you explain that it will make their job
easier and help them do things quicker and withless error..most are happy.
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Remember, a bad system will beat a good
performer any time.
By the way
M A R K E T I N G
What is marketing???
Its...........
Understanding Appreciating
Educating Pre-empting
Empathising Advising
Relating to IndemnifyingHelping Contributing to
And Adding Value to..
YOUR CUSTOMER
ADDING VALUE
What is value???
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Its not your perception......
Its your customers
.....Do research.......
(see Step One.)
Find out what your customers REALLY want
YOU COULD BE AMAZED.
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Unfortunately, too many business people have
fallen in love with their product, service or
business
RATHER THAN
with their
CUSTOMERS
WANTS
Today, in this competitive, fast movingworld.....customers hold the key.....and ask
themselves:
Why should I buy from you.....?
Can you identify why people should buy from
you???
Another View of Marketing.
Another view of marketing is that marketing is
like a coat hanger and everything else hangs off
it.for example, sales, advertising, customerservice, direct mail, online marketing and so on.
The more things you have hanging from the
hanger that you use to make the experience of
customer a WOW one the more you business will
grow dramatically and profitably.
Step 1: RESEARCH
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What is it?
Research is simply finding out whatyour potential
customers want
..........so you can supply it.
It is also finding out what they dont like
..........so you can overcome it.
And
Where they would go to find it..
So simple........but very few do it.
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How do you go about it???
STEP 1 - TELEPHONE 25/30 PEOPLE AND ASK THEM
STEP 2 - MONITOR YOUR CUSTOMERS TO ENSURE YOU
ARE ACHIEVING WHAT THEY WANT
STEP 3 - REPEAT STEP 1 EVERY 6 MONTHS
Simple Questionnaire.
Following is a simple form (Page 20) that will help
you quickly and easily determine what your
customers want, what they dont want, and where
they would go to find your product or service.
And isnt that exactly what you want to know?
Wouldnt that make your job of getting customers,
who want your product or service and are ready
and interested in buying it, that much easier?
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Also through research, you will also learn where to
spend your advertising dollars to get the best
result.
Sounds too Simple.
Sounds too simple doesnt it?.....
Yet it is really that simple.
Youll be amazed at how easy it is to get this
information and how happy people are to supply
it.
This then, becomes the basis for your whole
marketing programme. It tells you where people
are itching so you can provide the scratch.
People may be fearful about the perceived
negatives of your product. This could be things
they have heard from others. Find out what these
things areso you can overcome them.
How do you do it?
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Many times I have been asked to help grow
companies, and this is the first step I take.
First Step.
Go to your local phone book and get the names
and phone numbers from people in your target
market.
About 30 will do.
Then, between 6-8pm, ring them up and go
through the Telephone Research Questionnaire on
page 20.
If its the business-to-business (B2B) marketyoure in, telephone when you think you will get
the best response.
Business-to business research is sometimes harder
to catch people with enough time, but, again, well
worth the effort. If handled correctly, business
people are keen to help others.
Listen Hard to then Answers.
Listen hard to the answers and write down the
exact words that they say.
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Pretty soon you will see and hear the same words
and statements.
Rank them in the importance given by yourinterviewees. not what you think is important.
Story
I followed the above principles for one company
and helped them clearly identify the 3 key features
people were looking for in that product.
The product was Home Window Tinting andpeople wanted heat reduction, glare reduction and
to stop fading.
Their biggest fear was that the film would bubble.
The companys product offered a solution to allthree of these situations and also offered a Lifetime
Guarantee that it would not bubble.
However, none of these benefits were clearly
identified in their current advertising.
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We re-wrote the advertisement, highlighting the 3
things people were looking for, offered the
guarantee, and the company sales grew
dramatically over a few short monthspeoplebeat a path to their door.
(Note: the cost of the advertisement was the same,
just the words changed.no extra cost to the
company, yet the turnover grew dramatically).
The advertisement has featured in newspapers
pretty well unchanged for the last 10 years and it
still makes the phone ring off the hook and the
competition doesnt know why.
Yet this simple little research exercise uncovered
quickly and easily what people wanted, what theirfear was, and also where they would look to find
out about a product like that.
Amazing!
Some Quick Hints For Telephone Research
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People today are bombarded with marketing
phone calls.
It can drive them nuts.
Mainly the calls are poorly handled and are made
by pushy people using scripts trying to sell
something that the person probably has no need or
desire for at that time.
Research is different, so you must immediately
state that you do not want to sell them
anything.you are just after their opinion.and
most people are more than happy to give their
opinion.
Maybe 1 in 30 will hang up.but just smile and
move onthe rest will normally be fine and very
happy to help.
Tell them its only going to take a few
minutes.that eases their concern that you aregoing to tie them up for a long period.
The best way to get people involved is to ask
questions. The Telephone Research Questionnaire
on page 20 requests permission to ask a few
questions and once you have that get straight into
it.
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Write the answers on the form. I usually complete
one form for each person.
Mention your industry rather than yourproduct.people will answer better. Otherwise
they may think its just a gimmick to get them to
buy something.
Collate the answers and you have the basis of a
very powerful marketing campaign.
Why not do it today?
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TELEPHONE RESEARCH QUESTIONNAIRE
Hi, my name is .............................. from............................... I
dont want to sell you anything ....... but would like to ask you
four quick questions about my industry..... Can you spare 2-3
minutes to help me please?
My Industry is..............................
Can you name any companies in this industry?
What do you like about the industry/products? (Name if
possible)
What dont you like about the industry/products? (Be blunt)
Where would you expect to find out about our industry?
Thank you...... has a great day........
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P.S. Note the last question. It asks people to tell
you where they would look for your product. This
immediately tells you where to place your
advertisements. No more guessing or wastingmoney on advertisements that dont work because
your potential customers are not looking there for
you.
So........... are you selling?
what your customer
really wants........???
Do you know???
or
are you just flogging a product or service?
Next ... we, and our staff, must understand what is
unique, exciting and different about our product,
business or service...... our USP.
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UNIQUE SELLING PROPOSITION (USP)
Preamble
Now we know what people want when they buy
from us, and where they will look, we must give
ourselves a point of difference.
Something that is unique and special about us.
How do you define a USP? ....... Well its that
distinct, appealing benefit or promise that sets
your business apart from every other me too
competitor.
Your USP enables you to become
Valuable
to your customers
Another view.....
.....make the invisible....visible
.....what everybody in your industry knows but
your customers dont.
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Some suggested places to find your USP:
- Product Benefits
- Staff & Skills
- Organisation Systems
- Expertise, Advice & Education
- Being First
- Location
Your USP should reflect
your customers wants andovercome their dislikes
thus, making you valuable to
your customer.
Theycan then answer that question...
Why should I buy from you.....?
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Remember your research....you are not selling a
product or service....you are selling a result, a
benefit and overcoming a shortfall....talk in terms
of your customers perceptions....not yours....give
value.....use emotions, use features and benefits.
Another way of looking at it.
Put yourself in your customers shoes..look atyour advertisements and your competitors
advertisements. In most cases they all say the
same thing.
We have a quality product.
We give quality service.
And somewhere will be the word Guarantee.
From a customer point of view there is nothing to
compare so it becomes who can give the bestprice.
Clearly identify why you are different, and make
that a point you promote in all your marketing.
Dont be like everybody else jumping up and down
shouting pick me, pick mebe different and
shout about that.
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Price then doesnt become the main issue.
It will work unbelievably well for your business.
Some Thoughts
!You could be a sole distributor.shout about
that.
!
You could have staff that is
knowledgeableYou will need to explain their
background and experience, and why the
customer would benefit by utilising the
knowledge and experience of your staff, e.g.:
degrees, etc.
!It could be your delivery service..one
plumbing company guaranteed that if they
were late the first hour of labour was
FreeWhats the biggest problems with home
service people? Thats right, being late or not
turning up at all!
This company grew from 2 vans to over 32
vansWere they always on time? Probably
not, but I bet they tried hard, and could afford
to charge a bit extra just for turning up on
time. A win- winall round, for the company
and the customer.
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!Uniqueness of your product.What is its
extra special features?
Spend a bit of time on this area. It is well worththe effort.
Step 2: PROMOTION
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What should an
Advertisement
Or
Promotional Item
Contain.....
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As you are aware there are many types of
promotions. Some are:
- Advertisements
- Brochures
- Letters
- Press Releases
- Signs- Catalogues
- Proposals
- Web Sites
- Compact Discs
Most of the above items ignore and often forget the
following principle.....
Promotions are just salesmanship in print
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For example, most advertisements are:
Name............................................... (Company
Name)
Rank......................................... (Bullet point
features)
Serial Number Adverts..................... (Phone
Number).
What is a Name, Rank & Serial Number Advert?
The best place to look for these types of adverts is
the Yellow Pages..yes thats rightthe Yellow
Pages. Why not grab a Yellow Pages book now,
open up at any page, have a look and you will see
exactly what I mean.
The majority of adverts have the followinga
heading, which in most cases is the name of the
company or what they do. Putting what they do in
the heading is a bit of a waste of money as people
are already looking in that section for that productor service.
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This will be followed by several bullet points or
tick points (some times they are really creative and
put the ticks in boxes).
The points are usually ranked according to the
importance of the company (not the customers
rankingremember the research).
Finally the phone number is given.
Dont they all look the same? And not a benefit
among them. Just the things they do.which is
normally pretty obvious if you are looking in that
section anyway.
No wonder people only talk about price because if
they go by the advertisements, all the companies
look the same and so price must be the key issue.
Now lets look at how you should do it.
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7 ESSENTIAL THINGS
AN
ADVERTISEMENT
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OR
BROCHURE
SHOULD CONTAIN
HEADLINE
PICTURE
BODY COPY
GUARANTEE (RISK REVERSAL)
OFFER
CALL TO ACTION
NAME/ADDRESS/PHONE
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HEADING
Usually taken from your body
copy.....and expressed in a customer
benefit or promise.
BE BOLD.
12 POWERFUL WORDS TO USE IN YOUR HEADLINE
* Discover/Amazing * Money
* Easy * Proven/How to
* Free * Results
* Guarantee * Save* Health * Love
* New/Introducing * You
- Can be a few words..... or a long sentence.
- Use law of exactness (e.g. Heinz 57 varieties).
- Must grab your target prospect by the throat
and drag them through the body copy.
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Point
Its probably best to write the headline last.
It needs a lot of thought as it must grab the reader
by the throat and drag him into your
advertisement. You can also spend so much time
on it.that when you then move on to the other
parts of the advertisement you are probably tootired or dont have enough time left to give the
body of the advert justiceso leave the headline
until the end, Often a good headline pops out from
the advert anyway.
Some More Thoughts on Headlines
Most people scan all promotions and if a headline
grabs their attention they will then move on into
the advert.
So the headline must grab their attention.
Flag Down Your Market
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Use a catchy titlee.g. Home Painters, Arthritis
Suffers, Slimmers and so onwhoever you target
market isto grab their attention.
This can be put into a box at the top of your advert
as a flagfollowed by your catchier, more
appealing headline.
Use Appeal
Next...use appeal. Browns Bakery.will flag
Mr Brown but not many others.but New, Hot,
Fresh, Tasty Bread from the Oven of Browns
Bakery, has more appeal.
One of the most famous and more successful ways
to grab peoples attention is the How to
headline. Its proved itself time and time again.
For example How to Win Friends and Influence
People. The key words are How to & and.
Also, try and aim your appeal at human needs:
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!Making Money
!Saving Effort
!
Impressing Others
!More Leisure
!Self Improvement
!The Need to Belong
!Security
!Getting Something Others Cant.
PICTURE
Show the product/service in use
or
the benefit of using the product.
(Pleasenot your premises or your staff)
The best photos are before and after shots.
Also put a caption underneath.
BODY COPY
Sub Heading
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This leads on from the heading. It is a sentence or
two expanding on and reaffirming the headline.
Next.Paragraph Headings
These headings come from the research you
carried out earlier.
Make a list of the points you want to get acrossfrom the research.
Write them in question form or in a manner so
that people who scan advertisements will be
hooked and want to read more e.g. Once you own
this, youll discover just how easy life can be.
Sentences Under Paragraph Headings
This will depend on the space available butnormally you should write a sentence or two on the
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benefits the customer will get out of owning the
product.
Talk in terms of WIIFM (whats in it for me) for
your customer.......not Weve been in business for
20 years.......or this is our new factory...... The
only people excited about this are you and yourstaff.
Short Copy or Long Copy?Copy is the term used to describe the words in
your advertisement. Short copy means not many
words; long copy means a lot of words.
Its been proven time and time again that long
copy out sells short copy.
Who reads long copy? Only people who are
interested in the topic. Family, friends, etc,
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dontso expect them to comment negatively on
long copy.
David Ogilvy (world renowned advertising guru)
in his book, Ogilvy on Advertising, states: All
my experiences say that for a great many products
long copy sells more than short.
Be absolutely consistent in your message (the
theme of your advert) . . . . . also keep repeating
the advert even to the extent of boring yourself,
your wife and your staff by using the same advert,
all the time, and keep using the advert until it
stops working.
The main reason advertisements are changed is
because the staff, family or management get bored
with it.if it still workskeep using it.
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Use Testimonials
These are very importantjust a few edited
comments are best.
Make the advertisement readable and newsy
When writing you copy, write like you are talking
to a new friend or associate. This gives it an open,honest appeal. Share you information in chatty
way.
GUARANTEE (RISK REVERSAL)
Many business owners are reluctant to offer
guarantees because they fear theyll lose money in
claims. In reality the exact opposite is true . . . .
claims are usually a very small percentage of sales. . . . yet guarantees greatly assist in overcoming
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the fear of buying. Guarantee your product . . . .
and be outrageous in just how far youll guarantee
. . . . . it becomes something that sets you apart
from your competition. The longer the guarantee,
the more people feel the risk or fear of buying is
reduced.
DONE PROPERLY . . . . . YOUR SALES WILL
SOAR
OFFER
- Can increase responses by 300%
- Use soft dollar items e.g. time, free report
- low cost - high perceived value
- buy one get one free is proven to increase sales
dramatically (some say by 300%)
- Could be a monthly offer - just change theoffer, not the whole advert
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CALL TO ACTION
Asking your reader or viewer for an order . . . . . or
to call now . . .may well be the difference between
receiving their business or letting them get away
. . . . . always include a call to act.
A call to action could be a coupon. E.g. Fill in the
coupon and post it today.
NAME, ADDRESS & PHONE
Can you believe it . . . . . sometimes people leave
these facts out!!!
Also . . . . . if necessary, use a mud map on how to
get to your premises if thats what youre after -
make your name easy to read and the phone
number prominent . . . . .
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(Point: dont show a fax number unless its
business to business...it is too many numbers and
confusing as to which one to ring).
Also, in todays world, show your web address.
Web Sites.
Your website should have the same look as your
advertisement and contain the same features as
listed above.
It should not be like every other website, that is,
hard to follow or too slow because of all the hi-tech
gizmos.
Potential customers move quickly on, maybe to the
competition.
Use the same guidelines as above.heading,
picture, sub- headings, copy, etc.
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people are ready to buy; they suddenly see your
advertisement.
I have had people say:
I just saw your new advert, thats just what I
want
.yet the advertisement had been in the sameplace for 5 years or more, saying the same thing.
The difference is they didnt need the product up
to now.
Dont forget monitor the results.
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Ever Heard the Saying . . . . . ONLY 50% OF
ADVERTISING WORKS . . . . UNFORTUNATELY,
WE DONT KNOW WHICH 50% . . .
Sounds like gambling to me . . . . . well, we
shouldnt gamble with any of our business money .
. . . . especially advertising money . . . . and now weno longer have to . . . . . . . . . .
HOW???
TEST AND MEASURE
Thats right . . . . . test each item . . . . . and
measure the results.
Measure : Responses
: Responses to Appointments/Visit
: Appointments/visits to Sales
: Cost per Sale
: Average $ Sale: Profit per Sale
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Most people guess and get it wrong . . . . . Test
different offers, different headlines.
Test and Measure
PACKAGE YOUR EXPERTISE
We mentioned this earlier in the Research Section .
. . . . become valuable to your customers . . . . . an
interesting, yet simple and very, very effective way
to do this is to package your expertise.
How . . . . . Write a Report
e.g. Learn the 20 things that stop people losing
money in XXX industry.
. . . . .Produce a CD
Why a CD?
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So people can listen in their cars on the way to
work. you get to sit in the prospects car for
twenty minutes and give the ultimate
presentationwhy not offer these in your Business
to Business letter or advert.. obviously give the
CD an exciting heading.
Produce a Checklist for Buyers
Supply a list with comments on everything they
need to complete the project successfullytools,
time, supplies, etc.
Make The Invisible.Visible.
Make the invisible (what everybody in your
industry knows . . . . . but your clients dont know)
. . . . . . . . . . . visible.
Write a report or handout sharing what everybody
in your industry knows.share that information
with prospective clients.
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You will be surprised at the business it will
generate.
Despite what you think People Dont Know
Everything.
People do not know everything about yourindustry or product despite what they might hint
or you assume.
However, you will win them over if you give them
the information that everybody in your industry
knows in a simple clear format.
It helps them become informed. Obviously, you
will highlight your product and show why they
should choose you and not
your competitors.
TRY THIS!
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On the last page you could have testimonials,
your guarantee, and brief history of your
company. Call to action and name, address, etc.
The objective of this Information Pack is to leave it
with your prospect, the perfect sales call, if youlike. They can read it later, if required, but in
most cases it is handed to another party who is
probably the decision- maker, but may not be
available when your there.
Example.
For example, lets say in the Mums and Dads
market you present to the wife. She says she must
discuss the decision with her husband (this may
not be an excuse not to buy, it may be a legitimate
answer and that they discuss all financial things
before committing). They are then given the
Information Pack, which is a true and accuratesales pitch in writing.
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This also reinforces what you said at the
presentation, helps Mum remember what was
discussed and Dad gets to read for himself, which
helps him feel he made the decision on his own.
By using the Information Pack you can alsoovercome inaccurate information often given by
competitors about your product.
Try it..It Works!
When this was used with one company it could be
traced back to increasing sales by 5%. Think
about that for a moment, a 25c piece of paper
increased sales by 5%.
Would a 5% increase in sales, with little cost, help
your bottom line profit?
The Foolish Act of Assumption
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youand why you charge what you do). This
uniqueness is what sets you apart.
Do this in your advertisements, brochures,
proposals, CDs - all promotional items.
Heres another way at looking at the same
thingthis time from the customers point of view.
1.What is the name of your company?
2.What business is your company in?
3.What is your companys specialty?
4.
Where is your companys office?
5.How long has your company been in business?
6.Do I know anyone you do business with?
7.What is your companys guarantee?
8.
Does your business have after sales service?
now what was it you wanted to sell me.
Heres another proven and very successful way of
getting in contact with prospects.
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THE CHOCOLATE LETTER
Maybe your business doesnt use mass advertising
and is business-to business or more targeted.
Then consider the Chocolate Letter method.
This idea has proven to work time and time again.
One person used the idea and generated 10 clients
from 10 lettersfor the percentage person thats
100%!
Another company uses the idea and consistently
gets a 60% response rate. Not bad.
What is the Chocolate Letter? Well its simply avery short letter (see below)...and attached to it is a
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chocolate bar for them to eat while they read the
letter.
How many letters do you get with a chocolate
attached to them? If you did, would you read the
letter? I bet you would, and probably all the
information attached.so why dont you try this
idea right now and see how it works with yourpotential clients.
You will be amazed how quickly you get through
the gatekeeper and straight to the person you want
to speak withjust say youre the chocolate
person.
The Method
1.Ring the organisation you wish to target and
obtain the name of the person to whom you wishto present your product or service.
2.Next, post the following letter and your
presentation, with a chocolate bar attached.
3.Then, a few days later, call and ask to speak with
that person.
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4.Be ready for a positive response, but dont forget
the objective of the letter is to get an
appointment with the person, so ask for the
appointment.
5.Keep records of your response rate and then
work out how many letters you have to send out
to fill your appointment book.6.Its simple, effective and it really works (beats
cold calling any time).
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This pack is designed to simply, easily and quickly
outline the many features and benefits companys
like yours have gained from investing in our
product.
Thanks for your time will call shortly and see if
I can drop by and answer any questions you mayhave about us.
In the meantime..enjoy.
Regards,
Heres another exciting and very often overlooked
method of getting to your target market using themass media approach:
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POSTCARDS
Thats right, the simple and often overlooked
postcard.
Cost-wise its most effective:
Printing about 0.12c
Postage.about 0.13c
Say you do a trial run of 10,000, thats about
$2,500 in total.
Now, you need to work out a break even sales
numberProfit on sales divided by the cost =
Break Even.
You then proceed with the exercise and monitor
the responsesany thing over break even must be
a winresponse rates vary but range between
0.5% -12%.
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You will need a compelling offer, good headline,
features and benefits, name, contact details, etc.
Dont forget creative artwork.
What a simple and effective way to go!
You could direct people to your shop or yourwebsite for a free report as well as providing a
phone number for a free quote.
Success Story
One company, an importer and wholesaler, offered
free postcards to its clients (retailers) so they could
let their customers know about their new product
line. There was a 55% take up by retailers
wanting the free postcards to send to their
customers. Worked brilliantly for all concerned.
Another Method
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Getting new clients, from suspects to prospects,
can be a hard and expensive road. You always
seem to be on the attack and they always seem to
be on the defensive.
Try this out for sizeits a bit slower, but theresults are very powerful.
Step 1
Seminar
Invite you suspects to a seminar (for a fee) where
you will explain how to over come a range of
problems they have in their industry.
Use a Chocolate Letter, postcard, phone call or
invitation to encourage them to attend.
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Another Thought
You may not wish to charge for the seminarlets
say you are a carpet retaileryou could speak
with the locals builder(s) and offer to send all their
clients a letter inviting them to a free seminar in
you shop after hours to learn all about thedifferent types of carpet and underlay.
On the night, give hand-outs explaining all about
the different types, what to look for, problems that
occur, etc. You will obviously position yourself as
the expert and sales will surely followtry it in
your industry you could be amazed at the results.
QUOTING
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Well, as stated above, most people get 3 quotes.
Line them up on the desk and look at the price
which is normally the last thing on the page. They
usually discount the cheapest and choose one of the
other two (isnt it interesting they dont normally
choose the cheapest).
By changing the order in which you present theQuote (wash my mouth out with soap for using
that word)they have to read through yours to
find the amount.
People then usually continue reading on and you
justify their investment (people always try and
reduce costsso dont use that word, but people like
to invest). By listing your features and benefits as
well as your USP after the investment amount you
are adding value to the investment as they read on.
The others are only looked at for price as they list
their features before the amount. And people
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Did you know most professional consultants write
down or discount their accounts by 20% before
posting them out mainly due to embarrassment?
IF YOU ARE A PROFFESSIONAL
CONSULTANT
STOP THIS IMMEDIATELY!
Be proud of what you charge, if its justified.
Again educate your customer as to how you arrive
at the fee (maybe in the accounts or on a separate
fact sheet) . . . . . youll feel better, and the
customer will understand the account and usually
pay it quicker.
Examples:
!time involved (total)
!research undertaken
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PR (Public Relations)
In the past, the only way to do this was to send a
press release to the local newspaper and hope.Usually nothing happened.
Today it is very different.
Consider writing an article or conducting
research, as mentioned above, to educate andinform readers. This could be your industrys
perspective on a current topic, technology and
processes, your customers success stories or a
topic that illustrates your expertise. Use exciting
and current headlines.
Then:
1.Send an email to your client list inviting
them to visit your website to read the
article (have a special offer handy).
2.Write a press release for newspapers
(local, national, business, magazines)summarizing the article in 500 words. If
possible, include a picture (make the
picture exclusive for each newspaper,
and note this on the picture. Also include
the names of those featured in the
picture).
3.
Post your press release over the internetthrough special web sites designed for
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and all our frontline order-taking personnel
should be trained in sales techniques.
Selling techniques are as relevant today
as 5, 10 or 15 years ago
Probably more important today as middlemanagement disappears and often the lowest paid
in the company deal with our customers . . . . . in
fact to the customer, they are the company.
And again, the customers perception of our
company is reality to them.
Are they trained professionals???
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True sales professionals need to know 4 important
items:
- Product knowledge
- Selling skills
- Time/territory management
- Attitude skills
If your sales people are on the road are they
prospecting and selling? If so, are you aware that
on average they are only spending 20% of the time
selling.
What a waste of time, expertise and manpower..
Todays companies should be using all the
opportunities available to supply leads to its
salespeople.
If you are producing your promotional itemscorrectly, then the maximum number of leads
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should be generated. You should be monitoring
the results and know exactly how many salespeople
you need to maximise the sales for you.
YOU COULD DOUBLE YOUR TURNOVER
OVERNIGHT IF SALESPEOPLE SPENT
THE MAJORITY OF THEIR TIME SELLING.
What do I mean by that? Well, if salespeople
spent say 80% of their time getting leads and only
20% selling, then they are really spending most of
their time in lead generation, not selling. It would
be better for your company to employ a lead
generation person, and get the salesperson in front
of more clients who are likely to purchase.
Isnt that what they are employed and trained to
do anyway?
Lets say they now spend 80% of their time selling,they have immediately doubled their selling
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Would you not get increased and better targeted
prospects?
When salespeople put more time into selling, and
are better trained, their conversion rates improve.
Its that simple.
But people dont do it because they think it must
be harder than that, but its not. Most businesses
follow what every other business does and they get
the same results as them.hard work, low sales
and poor profits.
Why not try the new way today. You could be
amazed at the results.
Remember, do it systematically and monitor the
numbers.
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S E L L I N G
Basic Selling Step-by-Step
1. Create Interest
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-Demonstrate
- Proof
- Use the 5 senses (sight,
sound, touch, smell, taste)
2. Ask Questions
- Sell the interview time- Think in terms of their
interests or
needs
- Listen to answers
3. Presentation
- Product knowledge
- Keep it simple
4. Close the sale
5. Objections
6. Close the Sale Again
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7. After Sales Service
SOME OTHER POINTS TO CONSIDER
* Smile
* Be Enthusiastic
* Be Sincere, ooze confidence
Its Interesting to Note:
When you ask salespeople what their conversionrate is they always say 80%.
Yet when actual figures are taken most are
converting around 40%.
It has been found by giving sales training regularly
you can increase this to more than 50%.
Again this would improve your sales by 10% for
little or no cost.
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You should also be monitoring your salespeoples
conversion rates. The best and simplest way is to
record the following:
Number %
Leads n/a
Appointments
Sales
This will give you an accurate figure
ANOTHER GOOD IDEA TO INCREASE
TURNOVER
- SELL ADD ONS -
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HOW??? . . . . . Have lists available of items
that accompany the product or service you
have just sold . . . . .
- Have them available at the display
- On the Counter
- In your order pad . . . . .
Once people have purchased - they relax . . . . .
and even appreciate helpful suggestions that
can make the job easier . . . . . the best time to
offer these items is immediately after the sale .
. . try it . . . . . it works.
HOW TO DO IT
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Head a piece of paper with the following:
(Having a printed piece of paper looks better and
gives a better imageand has a impression that you
always offer this item)
WHEN OTHER PEOPLE BROUGHT THIS.
THEY ALSO BROUGHT THESE ITEMS:
1.
xxxxx2.YYY
3.ZZZZ
4.ETC , ETC.
Thank you.
Testimonials
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How to get them automatically.
Use testimonials to help close the sale and take the
pressure off the salesperson. The customers fears
will be allayed and they will be happy to follow
other people and buy.
Heres an amazing, timeless idea that has worked
brilliantly for me for years and years.
Certificate Of Satisfaction
I got this idea while shopping with my wife for a
new kitchen. We went from retailer to retailer
looking at all the different options.
Then I came across one retailer that had a number
of photo albums spread around on tables. I flicked
one open expecting to see photos of kitchensbut
instead I found a simple one page sheet titled
Certificate of Satisfaction. The page listed
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customer comments under various headings
relating to kitchensdesign, workmanship,
tidiness, etc.
The more I read the more I wanted whatever they
had because it was full of glowing testimonies
about all the things this company had done for thepast clients.
I could see the possibilities immediately.
Image if you could get your customers to give you
feedback in glowing terms that you could show to
your new prospects. It would have an amazing
effect on them just as these certificates had on me.
When you think about it, it works in many ways,
and this has proved to be correct since I stated
using them myself.
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Firstly, you give the opportunity for customers to
give the company feedback on your service.
They like doing this. If its good they will say so,
and if its not good they will also say so, and you
can use these negative comments to improve your
business.
Remember, to your customer the sale isnt
completed until they are using the product or
service happily and it is solving their problem.
I found I needed to explain the full benefit of these
forms to everyone in the company. It wasnt to
catch them out (as some thought) but was mainly
used to obtain positive testimonials from our
clients to give to future prospects.
This did rely on all parties in the process doing
their bit to achieve a success result for the client.
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PRICING
Sadly today, most people believe price is the key
. . . . . Its not its . . . . .
V A L U E
When choosing to buy from one business overanother . . . . . even today, price ranks 5th . .
. . .
Others are:
1) Courteous, Polite Behaviour
2) Satisfied Needs
3) Positive Past Experience
4) Recommendation
Dont be afraid about losing customers . . . . . the
80/20 rule applies
i.e. 80% give profit & no grief
20% give you grief and no profit
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Unfortunately . . . . . its the 20% we spend most of
our time on.
(Please reread this page at least twiceits a key
issue)
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PRICING
We should at all times charge the maximum
amount the market will bear . . . . .
DISCOUNT POLICIES
DONT WORK . . . . .
(Just ask any major retail chain).
Charge more . . . . . make more profit
thus enabling you to give more value . . . . .
Most people are scared to increase their prices
fearing it will drive customers awaybut
rememberpeople want Valueand are prepared
to pay a bit more for it.
If you are telling people aboutyour value to them,
then they will happily pay a bit more for it.
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Try ityou can always drop you prices
laterbut I bet you dont need to if you are doing
things properly.
And, you will put the money straight in the profit
bin.
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Hows yours???
Story.
One company surveyed all its customers when
things werent going so good. The results turned
the business around. One of the main findings:
service people dressed incorrectly and putcustomers off . . . . . this stopped referrals.
The service people agreed
to a dress change . . . . .
and referrals went from 0.2% to 12.4%.
A 12+% increase in sales for little or no cost.
Why not conduct a full check up on the supply end
of your business . . . . .
What Happened?
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Step 5: WOW!!!
Deliver the unexpected . .. . .
Simple, economical, but very, very effective.
For example
A shoe shop gave free Mickey Mouse Band aidsto kids when they brought new shoes - kids loved it
. . . . . Mums loved it . . . . . because kids were
happy.
(Why? Just in case they got blisters)
Also, they gave away free clothing vouchers to
the kids clothing shop around the corner . . . . .
WOW . . . it worked so much for the clothing shop
they gave vouchers to their customers to the kids
shoe shop . . . simple and easy.
WIN . . . . . WIN . . . . .
- Give Value
- Give Soft Dollar . . . . . Time
- Use Others (non-competitors)
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Another company gave away a Car First Aid Kit
with every Car Window tint.
It cost $2.50.
Why do it?
People dont usually sit around saying Gee I got
this or that done to day and discuss thefeatures
and benefits. BUT they will discuss good and badservice and a small cost effective free gift.is a
simple, cost effective way of getting word of mouth
referrals.
What small dollar item can you give away that will
make people go WOW.
A good place to start is go beyond your product
and what problems could arise after they purchase
it (remember the Mickey Mouse Band Aids).
The best business is referral business.
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Just consider for a moment the LIFE TIME
VALUE of a customer to your business . . . . . in
terms of turnover and net profit . . . . .
HOW MUCH ARE CUSTOMERS REALLY
WORTH . . . . .
How often should we keep in touch??? . . . . .
Wendy Evans . . . . . in her book How to get New
Business in 90 days and keep it Forever . . . . .
suggests within 90 days they should get something
from you.
Ideas include: Postcard
: Newsletter
: Closed Door Sale - Invitation
: Members Club
: Loyalty Bonus: Seminars
: Just keeping in touch letter
: Pre-Sale . . . . . Sales
A point here . . . . . the information you send
doesnt have to be about you and your company.
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It can include articles from other experts that will
help your client.
For example:
A printing company sent a newsletter every 90
days to its business clients containing information
from experts in business management e.g.. time
management, advertising etc. Clients looked
forward to receiving the newsletter as it gave them
free tips and ideas. And when they needed
printing, who do you think they went to and
referred people to?
Be persistent . . . . . it takes time . . . . . be organised
and dont give up . . . . . research your customers,give them ideas and information valuable to them .
. . . .
test and measure
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PS Alsoas a special thank you I am enclosing 2
Gift Certificates for you to give to friends or
family.
Another idea
Obtain email addresses....especially if yourclientele is local. You can then scan you
appointments for the day e.g... restaurant,
hairdresser, etc, and let clients know of gaps you
have in you appointment book. Give them a
special offer if they fill the gaps. Its extra money
you may not have earned and keeps your staff
busy all day.
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So, we must insure that we have systems in place to
collect the monies due.
1) Hire a Bookkeeper.
The best way to do this is to get someone else to do
your bookwork, which includes following up
people who are behind in their payment
arrangements. Its also better for a third party todo this as you can be too close, too emotional, and
even a bit afraid that other sales may disappear, if
your have to chase a client. So you put it off.
Employing someone to do this will also
dramatically increase the time you have available
to grow your business.
The paperwork involved in running a business
today is astounding. So invest a few dollars in
getting someone else to do your
paperwork.everybody who has bitten the bullet
and done it is amazed and question why they
didnt do it earlier because of how much it hasbenefited their business.
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2) History is a curse. Assumption is also a curse.
When we start out in business we feel that we must
automatically give credit because everybody else
does (history). The curse is this: by giving credit
we immediately put our business under financially
pressure. Again, the assumption is that everybodyelse does.
Be different dont give credit.
To do this you must clearly state up front, when
you are in the proposal stage, what your payment
terms are. Then everybody is clear when payment
is required. Otherwise it is left unclear and
accounts get posted out and people only pay when
chased.
It becomes a costly exercise in terms of time,
paperwork and interest on monies not received.
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You will surprised and amazed at how many
people are happy to pay when and where directed.
Yes, a limited few will ask for credit terms. In this
case, you decide the terms and insist they sign a
document which outlines the terms and
consequences of late paymentthen everything isclear and outlined.
3) Interesting Idea.
Heres an idea which helped one company secure
30% more jobs by offering this arrangement.
There terms were payment on delivery. However
some did ask for terms so the following document
was drawn up. This clearly outlined the payment
terms and a clause which enabled the company to
recover collection costs if they needed chasing.
The terms offered were:
A third of the payment on delivery, a third 30 dayslater and the final third 30 days after that.
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As stated at the beginning of this Manual, the
dream of most people going into business is to
eventually get more time than before to do the
things they want to do and to earn more money
from their own efforts.
Sadly most find the opposite is true and struggle
from day one. It doesnt have to be so.but nowits up to you.
These simple steps and ideas are proven to work.
If necessary adapt them for your business.
But do them.
Go for it.
Thank you and may you achieve your dreams and
targets.
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PS: Dont forget if you have any questions please
email me and I will answer you promptly.
LIST OF BOOKS
Following is a list of some of the books I havefound inspirational and that have helped and
guided me in mybusiness journey.
AREA TITLE AUTHOR
People Management Bible Various
How to Win Dale Carnegie
Friends & Influence People
Personality Plus Florence Litlauer
Selling How I raised myself from
Failure to Success in Selling
Frank Bettger
Body Language Joe Braysich
Service Deliver Knock Your Socks Off
Service
Kristin Anderson
Ron Zemke
Letters/Proposals Write Right Paul Dunn
Advertising Ogilvy on Advertising David Ogilvy
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Marketing Guerilla Marketing Jay Conrad Levinson
22 Immutable Laws of
Marketing
Al Ries & Jack Tront
What they dont teach you at
Harvard Business School
Mark H. McCormack
Time Management One Minute Manager Kenneth Blanheng
Spencer Johnson
AREA TITLE AUTHOR
Systems The E Myth Michel E. Gerber
Empowering People Moments of Truth Jan Carlzon
Maverick Richard Schimer
The Nordstrom Way Robert Spector
Patrick D. McCarth
Ideas Ideas Unlimited Neville Smith & Murray
Ainsworth
How to make your own Luck Bernard Gittelson
PR/Newsletters How to get New Business in 90
days and Keep it Forever
Wendy Evans
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BONUS CHAPTER.
List
Of
Proven
Successful
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Letter writing (or for that matter, any form of
writing) is just conversation in printbut we get
so hung up on trying to do it right that we miss
that point.
Tell it like it is
Try this.
Dear Sir.
How many letters still begin this way? This
opening began when people first started writing to
each other(around the 1800s).it was the way
they spoke then and weve followed suit ever
since.
Why not just sayGood morning or Hijust
as you would greet them if you meet them in the
street.think about it!
Another interesting idea is
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LAYOUT
In the pastletters were boring, neat, square
paragraphs
.use the following method to give moreimpact.
Do a large paragraphfull size of pagethe next
one.make it centredand then another larger
paragraph following.
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For example:
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX.
YYYYYYYYYYYYYY
YYYYYYYYYYYYYY
YYYYYYYYYYYYYY
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZ
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After a sales presentation in a clients home,
perhaps generated by a referral card, why not take
a few extra minutes and drop a brochure into the
letter box of 5 people around that home..
5 should include one either side of the client.
and the 3 across the road
The old sayingbirds of a feather flock
togetherapplies here
That is, often like people are in the same area.
This simple brochure can explain that you have
just sold your product or service to someone
nearby. (for all sorts of reasons, people get
interested in who)
and then go on to explain the product and why
they bought them
and if they are interested in looking at the same
thingcall you
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while you are still in the neighbourhood
Youll be amazed how many ring up
You could even sweeten the pot with a
gift cheque
the money you save in travelling can be given to
them.
Try it.
it only takes about 2 minutes to do it,
and they will bring you back again and again to
the same area.
P.S. If you have plenty of time
Letter box the whole street.
Invite Prospects Seminars.
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Seminars are great lead generators..when
used correctly.
People today are hungry for helpful information
..and with a bit of thought and effort.you can
tap into that hungerof information.
When promoted correctly, seminars will you
excellent, grateful prospects.
Think about it.Can you give seminar on
your industry.
Oranother way how many people do you have in
your circle of friends or other places, who are
experts in their field? Consider approaching them
to be the main speaker at your seminar.
.Most will agree.
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They lead out giving expert advice and
information on their topic, give handouts.
It Works.
You then follow up with a promotion on your
product.
You arrange to promote the seminar to past
clients, new prospects, and their friends..even a
small advert in the local paper..letter box
drop in a targeted area.
Create an exciting and compelling seminar
title
Make sure people get 2 invitations.one for
themselves and one for a friend
Bookings essential..obtain names and
addresses as people enter.do a simple promotion
yourself.introduce the speaker.and away
you go.Dont forget to make these topics compelling.
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How does it work?
Simple.
Arrange a sample of your product.
This could be in the form of:-
(1) Letter with sample..
(2) CD
Arrange for someone to read some of yourpromotional literature and include a
full sales presentation on to a CD.CDs cost
only a few dollars each..and are an excellent
way to pre-sell
your product or service with the perfect sales
presentation, duplicated as many times as you
likeyou just pick up the
orders.easy!...........
How do you give them away...You could run small,
single column adverts in local papers offering
Free Sample
.then send them out.and followup..
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OR..hand them out at seminars and talks
you give to local organisations..who are
always looking for speakers.
Think of some exciting topics.power
headlines.
Think about it..try
ittest it
Youll find it will be the most successful lead
generation method you can use.
Dont leave theNo Sale Customer
Empty-handed!
How often do you go shopping and see something
youd like to own, but then make the decision not
to buy itand later that day, or the next, you
think, well, maybe I should have.could have.
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But you never do anything about it.it
passes.and you forget all about it?
It happens a lot and it happens to your potential
customers.But there is a way to
capture a lot of these potentially lost
dollars.
This is a system others have used over and over
again.and it does bring that potential customer
back it does bring you extra dollars.
If the presentation is going nowherewhen you
are leaving..as a casual after-thought..give
them a gift cheque.you could say, just a
second, I have something for you.
And give them the following cheque.
XYZ Pty Ltd
PayCash.
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The sum ofTwenty Five Dollars
Signature$25.00
XYZ Pty Ltd
As stated you will be amazed how many peoplecome back with that promotional
cheque.especially good for retailers.
Dont leave theNo Sale Customer Empty
handed! (2)
Then on the back of the gift cheque, include the
following
In case you decide to go ahead..
..heres $25 for you to spend on our
productbut it has to be
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some time within the next 3 (three) weeks. And
there are truly
no strings attached. This is a genuine enticement.
You see, Id like to have you as a customer.
Thank You
Personally sign each one.
This fake cheque can be photocopied onto
coloured paper for greater effect.
It works..
For example:
someone who has a swimwear store gave out 50
of these cheques tobrowsers.people who dont
buy from the store- she made it seem like it was a
spur-of-the-moment thing to do.
The colour copying cost $167.
Over the next week, 8 of those browsers
returned to her shop to spend their $25 cheque.
This brought in an extra $1,123 in sales frompeople who she may never have seen again!!!!!!!
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The pretend cheque strategy can also be used as
a direct mail piece to boost your sales from your
existing customers. You can simply attach it to
the top of the letter, or just with a With
compliments slip..also you could easily change
the message on the back.
Business Cards
Business cards can be boring
OR
they can be an exciting prospecting tool.
Why not use both sides of your cardand even
better stillhas 4 or 6sides to your business
card.
What can you say?
LOTS..
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an eye-catching front..that opens to reveal a
simple, yet effective sales presentation.complete
with headline, sub-headings, body copy with
paragraph headings, pictures..call to action.
Hand them out everywhere.. youll be
amazed at where people call you from..
Alsothe cost to go to 4 or 6 sides is not that
dramatic..especially if you see it as an effective
prospecting tool.
Try itit works
Kids Club
(or Mums, or Customer or Whatever Club)
Why not start a Kids Club????
Thats right.
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At each client visit.get Mum, Dad or the kids to
fill out a simple
application form and theyre in..
Then send them a quarterly newsletter which
could include:-
* Crosswords and puzzles* Recipes quick, simple, healthy
* Product offers
* Stories for children, about life
* Coupons to fill in for more products
BUT..dont forget their birthday.HOW?
Simple.get it on the application form.
Kids love getting mailespecially
birthday cards..
you may be the only card they receive!!!!
Also.in the newsletter, youll be asking for
names and addresses of
their friends..
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.then you contact their Mum & Dad
asking if its
OK for them to joinand explaining
what you do
Surprise, surprise.
they will probably ask you to drop by
and show them...
when you collect the kids application
form to the
club .and so it goes on.
Go back to the beginning and change Kids to
Mums
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Keep in Touch Cards
Client circumstances change all the time and you
dont even know
about it.
Unless.youre. Keeping in
Touch
Heres a simple effective way to do it.
Have printed, or buy specially printed cards, and
send them on a regular basis to you clients.. as
part of your 3-monthly program
of course!
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Could include:-
* Motivational statements
* Cheering thoughts
For best results..jot a quick hand-written note in
the card.
These have a very powerful
effect..
Dont forget. Include your business card, or
have your business details
Printed on the cardso they can call and thank
you.
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Keeping in Touch
Letter
Good Morning!
Why am I writing to you out of the blue?
Yes I know that a letter from me is both unusual
and unexpected because we both know that in the
past, I probably have not stayed in touch as
frequently as perhaps I should.
And thats the reason Im writing.
Quite simply, I have decided to take advantage of
the new
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technology thats now available to do a better job
of staying in touch with my clients. You see, in the
past, its always been a pretty major job to get a
relevant, interesting and timely message to all of
my clients. In fact, it was a major operation.
But, with the advent of these marvellouscomputers that even I can now understand and,
better still, the amazing software you can get these
days, it has become a breeze to stay in touch.
So thats what I have resolved to do. Very simply
to be in touch from time-to-time just to keep you
up to date with ideas, information and, yes
inspiration that may be of value to you.
What Ill try to do is keep you informed of the
things I think you should know from my business
perspective that will be of value to you.
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So thats the reason Im writing to you out of the
blue. Ill let you be the judge of how well keep my
promise.
Yours sincerely,
Fred LeaderXYZ Pty Ltd
P.S. By the way, Im enclosing a voucher for you
to either use yourself, or to pass on to a
friend..just to say Thank you, should you wish
to contact me again
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Thats it.go for it.put it into to practisetry
it..monitor itwatch it grow.
Get more leads.
Get more sales.
Make more money.
Learn to work on your business not in your
business.
Spend the extra time and money you generate
doing the things you want to do.
Any questionsemail me at
In the meantime wishing you good things,
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David Shaw.
www.suremarketingsystems.com