Archive for May, 2008

I’m excited … I have just booked into Dan Kennedys Information Marketing Summit for 2008. If you are interested in learning from the best Direct Response marketers in the world then you will want to be there as well. Its not happening until November but its selling out fast.

Find all the details here https://www.dankennedyssl.com/infosummit2008

Note: I am not paid to endorse this summit … Im going and would love to meet you there.

Watch these Dan Kennedy videos to find out why you will want to be there to:

then watch this one:

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I have just been reading some great information by Dan Kennedy (marketing genius) on being successful in a consulting business.

I think this applies to any service based business though.

In Dan’s words …

‘It is critical that you - very early in the game - come to grips with this principle: the best, brightest, most talented, most valuable consultant on the face of the earth will fail miserably if he will not engineer a continuous flow of quality prospective clients coming to him, to choose from’

Essentially Dan is saying you need the right marketing system in place to achieve success!

Popularity: 27% [?]

If you are trying to market your small business then no doubt you have tried networking.

Networking can be a great strategy to build and grow your business if you know how to use it correctly.

If you attend networking events then at some stage you are going to be asked …

“So Rod … What Do You Do?”

How you answer this question can make or break you at a networking event.

We have all had the experience of asking someone else that question only to have them launch into a 20 minute sales pitch for their business. And you already know how difficult it can be to escape those people right?

So here is what most people will do.

They will have prepared their so called ‘elevator speech’, rehearsed it in the car on the way to the event and when asked the question promptly launch into something like …

‘Well Im a Financial Planner. Im with Peter, Jones & Eddie company. Did you know we have been serving business owners in the area for 25 years now. We specialise in …. blah blah blah ….’

Yawn !!! Who CARES !!!!!

So what is a better approach?

Well every business provides an end benefit … a solution to someones problem. So why talk about that instead of how you achieve the end benefit?

The other thing you simply MUST do is engage peoples interest so that they ask you for more information.

Here is how our friend the Financial Planner might approach this …

‘Well what I do is help business owners ensure they become wealthy through their business …’

Can you see the difference here?

In the first approach your eyes probably glaze over thinking the other person is trying to sell you financial planning services which of course you do not want right?

But in the second approach, if you were a small business owner … wouldn’t you want to know more?

Wouldn’t you be inclined to ask … ‘Oh really … How do you do that?’

Now if you get someone to the point where they do ask you a question like this be careful how you respond. You do not want to launch into your previously well rehearsed sales pitch.

A good strategy is to have some FREE offer that provides valuable information on a topic such as ‘How Any Small Business Owner Can Plan To Achieve Maximum Wealth Through Their Business’ … or something along these lines.

The free offer could be an audio CD, a DVD, an e-Class, a five page report etc. Something that you give away that adds value and at the same time positions you as a reliable expert source.

So in response to the above question you could simply say …

‘Well I could give you a half hour overview of how we do it now … or, what might be better is how about I send you a complimentary Audio CD on how business owners can achieve maximum wealth through their business?’

Most people are going to respond with yes so you simply say great do you have a card and I will send it to you.

Then you simply want to shift the conversation by asking them lots of questions about them and their business.

Isn’t this a better strategy?

Can you see how you can generate lots of interest using an approach like this?

All you need to do is tailor this approach to your business.

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No … not that secret. Im not selling the best selling film THE SECRET by Rhonda Byrne featuring the likes of Joe Vitale, Jack Canfield, Dennis Waitley and others.

The secret I am selling is based on the same universal laws as THE SECRET.

The secret I am selling can be directlt applied to your business to help you find more clients, make more sales and increase your profits.

The secret I am selling is the secret to massive marketing success in your small business. It is particularly effective in service based businesses.

Would you like to know what is THE SECRET I am selling?

Can you guess?

Leave a comment as to what you think is the secret that I am selling. The first person to guess correctly will receive a complimentary copy of the new CD I am soon to release titled ‘The Ultimate Secret To Massive Marketing Success’.

By the way … you can leave a comment in text, audio or video

While you are here … please let me give you a free gift just for dropping by. It is a free report on ‘7 Keys To Attracting New Clients’ which you can get by clicking here

It’s true … I am selling the secret (Soon) … I’ve got it … you are going to want it.

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Recently I went out to the letterbox to collect my mail.

It was full of the usual … lots of junk mail. A few letters etc.

Then in amongst the junk mail was three seperate (but delivered together) DL size flyers from local Real Estate Agents.

They all looked the same …

They all said effectively the same things …

They all were copies of each others.

The only noticeable difference is that they had a different logo and color scheme.

Think about this from Joe Publics point of view. When he or she receives practically identical marketing messages from people providing practically identical services how do they make a positive decision to use you?

Well … there is an old saying … put two bones in front of a dog and you will confuse the heck out of him.

This is just as true in marketing your business.

If Joe Public can not immediately seperate you from every one else out in the market then what chance of them calling you? Very slim to none.

This is what I call a bad case of marketing me-to-ism.

What tends to happen is that within an industry all of the businesses watch, observe and study what their competitors are doing. If they see someone else doing a particular type of ad then they will create something similar.

They rarely stop to conduct any research on the effectiveness of the marketing.

So we find that practically any industry you can think of there is a downward spiral of marketing intelligence. It is commonly known as the dumbing down of marketing intelligence.

The key to breaking out of the pack … to differentiating yourself from the rest, is to market in a way that is completely different to everyone else.

You may need to look outside of your industry for marketing ideas that work and then bring them into your industry.

Here is a clue … stop image marketing and start to look at direct response marketing. It will transform your business.

If you would like to have a complimentary marketing audit on your business then please click here.

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Find Out Why Hypnotic Copywriting Helps You Make Sales!

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