Attraction Marketing

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Claude Hopkins is a man who knew a thing or two about Advertising …

He was one of the legendary Copywriters and Advertising men at the turn of the last century. To this day his book ‘Scientific Advertising’ is considered one of the great classics in marketing and is a must read for all marketers.

So what made Claude so great?

Well many things really … but one thing that really stood out for me is his ability to explain the not so obvious in his marketing materials.

Often what he included in his advertisments were things that were not obvious to the customer … but plainly obvious to the company making the product or service. In fact in most cases the company in question simply ignored many of the key selling features of their product or service simply because they overlooked them as being to obvious.

For example … Claude was asked to come and consult to Schiltz Beer company. Take a look at one of his Ads for Schiltz:

In this Ad Hopkins goes to some length to describe the process of manufacturing of Schiltz Beer. He uses language like … ‘All beer is cooled in a plate glass rooms, in filtered air’ to describe the purity of the beer. What he is doing in essence is describing the not so obvious process of how beer is manufactured to the end customer. Remember that to the Schiltz beer company this was just there standard everyday process so it was very obvious to them.

Now when he first proposed to the owners of Schlitz Beer that he describe the process they went through they exclaimed that this approach would not work as this is how all beer manufacturers make beer.

As Claude pointed out though … while that may be the case (ie all beer manufacturers follow the same process) no one was pointing this out to the customer. In other words … no one was using this to their advantage.

So in a series of Ads Claude highlighted the exact process used by Schlitz beer and naturally sales of this beer went through the roof. Schlitz beer remained number one for a decade as a result. Simply by pointing out and explaining the process they were able to dominate their market.

Naturally a number of the other beer manufacturers tried to play catch up. They used the same process so they tried to market the same story but they had lost the first to market advantage. To the end consumer it sounded a bit like me-too-ism.

So what is it that you do in your business that is obvious to you … but may not be obvious to your target market? What is common amongst your competitors … yet if you explained it in your marketing might give you a first to market advantage?

People love to understand the process you will take them through. This is especially true with professional services. If you take the time to lay out your process or step-by-step system to them it helps your prospective client to feel a level of comfort that they are in safe hands.

Right now I can almost assure you that your competitors are not marketing the obvious for your industry. Why don’t you decide to the be the first to do so and gain a first to market advantage?

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Get your copy of The Attraction Marketing System for just $497 by going here www.TheAttractionMarketingSystem.com

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If you are in Small Business or are an Entrepreneur then you will want to join us for the worlds first ever “Mega Networking & Referral Event”. There has never been an event quite like this one.

At the event we are giving you 10 different opportunities for you to promote your business. You will have the chance to:

* Meet New Business Contacts
* Generate Referrals
* Identify & Establish New Joint Venture Partnerships
* Attract New Clients
* Plus … You will hear from leading Australian Business Growth Specialists

To place yourself on the Priority Notification List and be the first to hear all of the details when we officially launch head over to:

http://www.MegaNetworkingEvent.com

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Well there were so many lessons learnt at the recent InfoMarketing Summit put on by Dan Kennedy and Bill Glazer. So many in fact it will take me a week to go through all of my notes and compile the results …

For now though let me share with you three key lessons that really resonated with me:

1/ Stop Selling and Start Giving - This is a lesson that I learnt from many of the speakers at the event. The first key speaker to bring this up was the legendary underground Internet marketer Eben Pagan. Eben is a young guy doing $20 million a year in sales on the Internet with all of his staff being 100% virtual. In other words … he has no office full of staff!

Eben attributed much of his success to the the philosophy of giving first. His belief is that the more you are prepared to give away of information the more you will attract potential clients to you. Now here was the real kicker … Eben says give away your best and most valuable information (or expertise, advice, coaching or consulting) if you want to grow a massive business. Why? When people see how much you are prepared to give away the more they want to find out what else is there.

Its worked for Eban … hes doing $20 million a year in online sales.

The second person to really bring this message home to me was Fabienne Fredrickson. Fabienne took her business from around $200,000 a year to over a million in one year by applying effective marketing strategies.

What was the key for her?

Giving away great valuable information. Instead of giving away digital downloadable information she switched to giving away a FREE Audio CD posted in the mail. This one simple shift of giving more grew her database from 5,000 to 12,000. There is definite truth that the size of the database that you have a relationship with is directly proportional to your income.

Now many people will resist this idea. Giving away a free CD is going to cost you at least $2 or $3 per CD. So there are some keys to how you monetise this strategy which I will be sharing with our Inner Circle members.

Interestingly … one of the speakers at the even just tried the old sell sell sell model. She gave very little content and what she did give was gimmicky at best … and guess what? Her back of room sales were terrible. On the other hand Eben Pagan gave huge amounts of value in his talk and created a flood of sales after.

2/ Frequency & Consistency Of Contact - In marketing the InfoMarketing Summit Dan Kennedy made mention of the fact that they had built in 101 marketing touches about the event. They started the campaign more than 6 months out and frequently and consistently touched their database in a variety of ways about the event.

He also revealed that there are more than 700 email messages preloaded into his autoresponder system. So if you get onto one of their databases you will hear from them virtually every day until you buy and become a customer or you die, or unsubscribe.

The contact from Dan Kennedy’s company is defintiely frequent and consistent. As a result they are always at the front of your mind. As a Gold + member of Dan’s coaching group I am constantly reminded of the value he brings to the relationship. He is frequent in contact and prolific in his marketing … hhhmmm I wonder if that is why he gets about in his private company jet.

Now many people who are busy building a database fail to consistently and frequently keep in touch and market to them. This is a mistake … when you do get around to contacting them they will have either forgotten you, forgotten your message, or simply lost interest. You should never let this happen.

Ok … so you are probably thinking that you don’t want to market to your database to much in case you offend them and they leave, or unsubscribe or even worse … complain, right? Well if you are thinking that then you are correct. Some will leave, unsubscribe and call you bad names. Its a small percentage and truth is these people will probably never become clients anyway. So focus on the other 98%.

The other 98% will start to feel more closely bonded to you and will start to percieve you as the answer to their problems.

So increase the frequency and consistency of contact with your database.

3/ 100 leads or 100 ways - Again I was reminded of the importance of having multiple lead generation sources. Most people rely on just one or two ways to generate leads. This is okay BUT you are probably missing out on many more leads you could have got.

Dan often explains that most people he comes across are looking for one way to generate 100 new customers. He explains to them that he doesn’t know one way to generate 100 customers but he probably knows 100 ways to generate one new customer.

The point is … you need to implement many more lead generation sources into your business. You need to have multiple ways to attract clients. Do not rely on the one or two you currently have. Exand them and keep adding new approaches to lead generation.

Well this is just a small sample of what we will be covering in our Inner Circle members webinar on the 17th October. If you want to learn more then please take up your last real chance to get a $1 30 day trial.

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Get your copy of The Attraction Marketing System for just $497 by going here www.TheAttractionMarketingSystem.com

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Every small business owner knows this one simple truth …

Referrals are the best source of new business.

How different would your business be if you had created a steady stream of referrals? How easy would your business life be if practically every day you received a new referral that was highly qualified and ready to business with you?

I can imagine you are sitting their salivating at the very thought of it, right?

The great thing about referrals is that they generally come to you ready to do business with you. Refered clients are typically the easiest to deal with and often the most profitable clients as well.

The usual business cycle of taking a prospect though the Know you, Like you and Trust you phases is fast tracked when someone is referred to you. And you want to know the best thing about referred clients?

Referred clients are the most likely to refer others to you!

The fact that they were referred to you means that they are far more likely to refer others to you as well. So when you create some momentum of referred business you can really get on a roll with new referred clients coming to you faster than you can handle.

So by now you are probably wondering … how do you create a stream of referrals?

The most effective way I know of is to focus on building TOMA.

TOMA = Top Of Mind Awareness.

The goal in business should be to create TOMA with as many people as you possibly can. That is why the acquisition of a database of your prospective clients is critical … it gives you the opportunity to create TOMA with them.

When you create TOMA within your target market what you are in effect doing is owning the mind space of your target market for your business category. So when a small business owner thinks they need help with marketing the only person they can think of is Rod Moore.

Now TOMA is even more powerful than that.

Consider this scenario … Lets say Bob has been on my database for a few months and each week reads my Attraction Marketing Newsletter. At this point he has not had a need for my services however over the last few months we have develop strong TOMA with Bob.

Then one weekend Bob is out playing golf with a group of friends on the weekend. One of them Steve is a Financial Planner who is going on and on about how his income has dropped due to the share market volatility. Steve mentions that he really needs to ramp up his marketing.

Instantly out of his unconscious mind Bob thinks of that Rod Moore guy who does the Attraction Marketing … and because people love to give referrals he mentions my name.

Now okay … that is a made up example … but you get my point right? The more people you can own the mindspace of the greater the chance of you receiving referrals.

So what if there was an easy way to create TOMA that led to a steady stream of referrals?

What if there was a simple system that actually generated referrals like you have never seen before in your business? Would that get your attention?

For years sales trainers and the like have told us of the power of sending hand written thank you notes and cards. They have said that if you send just two cards a day then within a short period of time you will generate a flood of new referrals.

In fact I know one professional speaker here in Australia who has used the hand written card technique to great effect. Last I heard she had won speaker of the year which is testimony to her consistent use of hand writtern cards.

So why do hand written cards work?

Well because of the effort taken to write them out. People appreciate the fact that you have taken time out of your day to send them a card of thanks. It seperates you from the vast majority who will not take the time. So you are more likley to be remembered and appreciated.

Now if you are sitting there thinking that you send emails and that should get the same result then think again. Emails are too easily ignored and easily deleted. There is not the same level of committment to send an email as there is to go and select just the right card, write a personal message, stick it in an envelope, place a stamp on it and post it.

People appreciate receiving hand written cards of thanks and more likely to remember you!

I remember twenty years ago when I first got into sales. I was sitting in the audience listening to Tom Hopkins (Master Sales Trainer) talking about this very idea. Just send two hand written cards a day he said. I remember thinking what a great idea and resolving to do what Tom suggested.

Lasted about a week

The truth is while sending out hand written cards is a great idea that will defintiely create TOMA and stimulate referrals … the effort involved was just to great. So I stopped doing it.

Recently though I have come across a solution to this very problem. It is the ultimate TOMA System which I have just started using and I can see huge potential. In fact I want you to watch this movie on generating referrals.

It is titled the Referral Movie and you can view it here www.TOMASystem.com

You will learn about how you can create TOMA with your target market, stimulate more REFERRALS than you can handle … and best of all … automate the whole process.

Everybody in small business should be using this amazing system if they want more referrals.

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Are you a small business owner looking to ATTRACT more REFERRALS?

If so then you will be interested in this …

For a short time only we are giving away a FREE CD by Referral Marketing expert David Frey titled ‘How To Get All The REFERRALS You Can Handle’.

This CD is a must for every business owner.

Request your copy before they are all gone here:

http://www.AttractReferralsCD.com

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I am currently studying the legendary copywriter John Carltons program ‘Kick Ass Copywriting Secrets of A Marketing Rebel’. If you are interested in learning to become a great copywriter then I suggest you check out John’s program.

Here he is talking about creating a USP for your business:

If you are looking for a copywriter to help you increase sales then why not find one who creates hypnotic copy? Take a look at:

http://www.HypnoticCopywriter.com

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It is true I admit it …

Rumours of me being a trained Hypnotherapist are all true.

It is also true that I use Hypnosis in my marketing … and it is extremely powerful. I like to lead my prospective clients into a trance where you feel totally compelled to want to make a positive decision to say yes now.

So what is Hypnosis? How can it help you to attract more paying clients to your business? Is it ethical to use?

These are all good questions and I think you will find this article extremely useful. In fact it may even give you some insight into how to make your marketing efforts far more powerful.

Firstly … when I talk about using Hypnosis in marketing I am not referring to swinging a watch or having your prospects cluck like a chicken … all though that might be amusing occasionally. The classic view of the Hypnotist waving his watch around as he turns you into a helpless being at the mercy of his commands is not what I mean by Hypnotising your market place.

So you can relax

No … what I am referring to is the ability to influence your thinking. Its marketing below a level of conscious awareness and placing the right positive suggestions in your unconscious mind … that lead you to saying yes.

This of course brings up the question of ethics … is this ethical to do in your marketing?

My belief is if you have a product or service that provides genuine VALUE and your prospective client has a definite NEED for your product or service … then I believe you have a responsibility to help them get it. You have a responsibility to engage their DESIRE to WANT your product or service.

Take for instance the Attraction Marketing System - Home Study Program … my firm belief is that if you are in Small Business and you need more clients, and you do not have a well thought out marketing system … then you MUST get a copy of this program. Why am I so strong in this conviction? Well simply because I have seen the difference it has made in so many small business owners lives … Imagine going from no clue on how to find clients to becoming a magnet that attracts more clients than you can handle …

You see … I know that we give away more in actual value than we ask for the product and those who effectively implement it see great results and more money in the bank … so the question of ethics does not enter my mind. You need the same level of certainty.

So how do you hypnotise your market place?

Well there are two key things you need … the first is RAPPORT with your market and the second is the ability to communicate at both a CONSCIOUS level of awareness and talk directly to your UNCONSCIOUS.

Many of you will know Robert Collier author of the book ‘The Secrets of The Ages’. Well you may not know that Robert was also a very successful Direct Response Marketer. In fact he wrote one of the most important books on the topic called ‘The Robert Collier Letter Book’.

In that book he mentioned this … ‘You must enter the conversation already going on inside your customers mind.’

Think about this statement … what he is saying is you need to understand your prospective customer so well that you already know what they are thinking, feeling and desiring. You already know what their concerns, problems and challenges are. You already know what conversations they are having in their own minds … and you simply enter their conversation.

The way I would do this is by asking questions to engage your interest … questions like …

‘Are you sick and tired of STRUGGLING to find new clients?’

or

‘Are you great at what you do … but you are clueless about how to MARKET what you do?’

Now I already know that 43.9% of my target market feel that their number one problem in their business is finding new clients. If you are like many small business owners it is constantly on your mind. The uncertainty of not knowing where your next client will come from is unsettling to you so I know that these type of engaging questions will get your ATTENTION.

Once you have someones attention and you are talking directly to them about their problems, challenges and concerns they very easily fall into RAPPORT with you. When you get a sense that finally someone understands you and what you are experiencing then that rapport deepens.

So once you are in RAPPORT with them … what next?

Well …

The next step is to use the power of positive SUGGESTION to lead them towards making a positive decision. You need to use language that leads them towards one conclusion only which is to say yes.

First though let me give you an example of negative suggestion. I admit that I am getting up early and following an exercise program right now. Part of that is a few times a week following along with the personal trainer Jillian Michaels ‘The Biggest Winner’ program. Now I think what she does is great BUT … one thing that really bugs me as I am sweating, huffing and puffing is when she keeps saying … Don’t you STOP RIGHT NOW … Don’t YOU QUIT ON ME … Don’t YOU GIVE UP JUST BECAUSE YOU FIND IT TO HARD …. etc etc

Now whilst Jillian’s intentions are good … what message is she really placing in my unconscious mind? At the conscious level she is motivating me to keep going … but at the unconscious level she is really giving me the SUGGESTION to STOP …. QUIT …. GIVE UP … and let me tell you that is the last thing I need when I am 20 minutes into it

Here is the thing … the reason why you may have failed to get results from your marketing in the past is because you have placed the wrong message in the unconscious mind of your prospect … even though you may have been attempting to convey a different meaning at a conscious level.

Does this make sense to you?

Can you see how learning to be in RAPPORT with your target market and then effectively inserting the right SUGGESTIONS at an UNCONSCIOUS level can help you to ATTRACT more clients than you can handle?

This is an introduction to how to be highly ATTRACTIVE to your target market using hypnotic style marketing … in future newsletters I will give you more ideas on how to put it into practice. We will look at the power of stories and metaphors, we will consider the artful use of language, and we will discover the power of embedded commands.

Stay tuned … it could transform your business …

By the way … if you are looking to attract more clients than you can handle then I suggest you grab a copy of The Attraction Marketing System - Home Study program while its on special. You will begin to understand and implement the key strategies to attract more clients.

Get the Attraction Marketing System here www.TheAttractionMarketingSystem.com

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Recently I was asked by a prospective copywriting client the following …

‘How Much Do You Charge Per Word?’

Needless to say I was a little taken aback by the question … I had never thought of the copywriting work I do as being a certain amount of money per word. Seemed like a crazy idea to me … I mean if it is just words she was after I should have replied with $1 a word and handed her the dictionary. After all its packed full of words and I could have gone on a nice holiday.

It got me thinking though about you and your business. More importantly about how you view the work you do, how you value it and therefore how do you charge for it.

To many people in service based business charge for their services based on a rate per hour. Having come from the coaching industry I know that when coaches get together the conversation nearly always turns to the question of how much do you charge per hour.

This is akin to the question how much do you charge per word.

Here is what you must understand … your prospective customers do not want to buy words or hours of your time. What they want is a SOLUTION to their PROBLEMS!

So you must begin thinking about the VALUE you provide to your customers.

You need to ask them what it is worth to them to have the SOLUTION.

Knowing this information you then price your services based on the VALUE of the SOLUTION to the customer or client.

Let me give you an example from my business …

When interviewing prospective new clients one of the key peices of information I am interested in is the life time value of a new customer. So in other words if I help my clients develop a new marketing system that just attracts one extra client to them … what is that client worth to them.

Let us say I am talking to a Mortgage Broker who has an upfront commission of say $2,000 for each new client they bring on board. This means if I can help this Mortgage Broker to find just one new client then that puts $2,000 into their bank account … important information to know, right?

So in knowing this information I know that if I can help them find just 3 or 4 new clients then that will pay for my services. The way I then position it to my prospective client then is this … i explain to them that when we start working together if I can help you find just 3 or 4 new mortgage clients then I am free to you … and everything else after that is a bonus.

Here is the question … would you give me 3 of your clients and in return I develop for you a marketing system that will attract a life time supply of new clients?

Naturally they nearly always say YES!

Can you see how pricing your services based on the VALUE of the SOLUTION can be so powerful?

So how do you establish the VALUE of the SOLUTION you provide to prospective clients?

Well you ask them …

Lets suppose you are a Personal Trainer …. the type of questions you could ask are …

”What is it costing you not having the energy you need each day to enjoy greater success?”

A Recruitment Consultant could ask a prospective client …

“How much does it cost you each time you employ someone who is not right for the role? What does it cost you to replace them?”

A Taxation Consultant might ask …

“If I can get you $3,500 back on your Tax return … what would you do with the money?” and get the client talking about all the great things they could do that maybe they can not afford to do right now.

The key is to ask a lot of questions and have the prospective client establish the VALUE of your services for you. You need to know what are the right questions to ask of course so it requires a little planning and thought.

If you can get to the point where your prospective client is telling you what you services are worth to them … ie what the solution is worth to them, then you can easily price your services based on the value of the solution.

Now the real key to making this work is having unshakeable BELIEF in you and the service you provide. In coaching clients I find that one of the biggest shifts I can make with them is installing greater belief in their worth to the marketplace. In doing so they shift their thinking from how much can I get per hour to what is the VALUE of the service I provide and how can I price my services based on this VALUE.

How can you apply this to your business?

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