Client Attraction System

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

Popularity: 14% [?]

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

Popularity: 43% [?]

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

Popularity: 17% [?]

Many of you who read the Profit Minute Blog regularly will know that I am a great believer in creating TOMA.

What is TOMA?

It is Top Of Mind Awareness!

You want to own the mindspace of your customers, past customers, business contacts, target market, prospects for your business category.

When you effectively create TOMA you will start a flood of REFERRALS into your business leading to more customers, clients, cash flow and profits. It is the ultimate way to grow your business.

So I am constantly on the look out for ways to gain TOMA.

When I came across Send Out Cards (recently launched in Australia) I instantly recognised that this is the ideal system for all Small Business owners to create TOMA.

Watch this brief video titled ‘The REFERRAL Movie’ to find out how easy it can be for you to ATTRACT more referrals using Send Out Cards:

www.TOMASystem.com

Popularity: 20% [?]

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

Popularity: 16% [?]

Famed business consultant Peter Drucker once said that the purpose of business is to create a customer. Personally I think he was wrong. No disrespect Mr Drucker BUT I think the true purpose of business is to create RAVING FANS.

Firstly what is a Raving Fan?

A Raving Fan to me is someone who is so passionate about your business and the work you do that they feel compelled to tell everyone they know.

As I have a need to measure things I like to put metrics around such concepts. So the way I identify Raving Fans is by the number of direct referrals that turn into paying clients. A true Raving Fan to me then is someone who refers at least one paying client a year to me.

Think about this … Imagine if you have 100 or more Raving Fans out in the market place who each refer you a minimum of 1 new paying client. How different would your business look?

Now I am assuming I do not need to tell you the power of a referral from a Raving Fan. Referred prospects come to you pre-sold generally and ready to use your product or service. Typically referred prospects do not need to be moved through the know you, like you and trust you phases before they will make a positive decision.

So why would someone become a Raving Fan of you and your business?

Well there are many reasons …

Some people will do it for LOVE! They just love what you do and what you stand for. They love to hear about the success you are having with your other clients … and they basically just fall in love with everything you do. These people typically love to spread the love!

Some people will do it because of RESULTS. You have helped them achieve such great results and they naturally want to help others they know to achieve similar results. So they will refer people they know looking for similar results. (Note: Often these people do not need to have used your product or service if they have heard about the results others are getting)

Some people will do it for MONEY. There are some people out there who are Raving Fans but it takes a little incentive like money to motivate these people to tell everyone they know about you. So consider setting up Joint Venture relationships where you pay a percentage of revenue from referrals.

Some people will do it for POSITIONING. A lot of people will refer you on to everyone they know because they want to position themselves amongst their own networks as someone who is well connected, in the know and influential.

Some people will do it to add VALUE. Many people can see the value you add to your clients and will refer you onto their networks or database to add value to them. By doing so their value goes up in the eyes of their database or networks.

Knowing why people would become a Raving Fan of you and your business enables you to develop strategies around creating more Raving Fans.

Is it possible to systematically create Raving Fans?

Yes absolutely …

[Sidenote: In tonights Inner Circle Live Coaching Call we will be talking in depth about how to create Raving Fans in your business]

In fact here are five things you can do starting today to create more Raving Fans in your business:

1/ Communicate a Vision - You are more likley to attract Raving Fans to your business when you have a big VISION for your business and you communicate it often. People will buy into your vision. They will want to support you and do everything they can to help you achieve it. Your business has to be about more than just making money … it has to be about striving to fulfill a big empowering VISION. When you develop this and communicate to people they will naturally want to help you and become more inclined to rave about you to all they know.

2/ Take A Stand - If you want people to rave about you then you need to take a stand in your industry. If you are plain vanila everyday run of the mill in your approach to your business (ie boring) then people will not be that interested in what you do. If there is no interest then there will be few referrals. Instead take a stand. Be unique. Be controversial. Stand out from the crowd. Develop strong opinions and communicate them. When you do two things will happen … some people will give you negative feedback … BUT lots more will love you because there is something different about you.

3/ Make It Easy - You want to make it easy for people to refer you onto others. To do this you can develop a range of referal devices. When we market our seminars for instance as soon as you register you are asked to refer three friends. We also send out printed tickets promoting our seminas with a value of $97. We ask people to pass them on. Having a good quality ticket like this makes it more difficult to throw them in the rubbish and more likley they will pass them on. What referral devices can you create that will make it easy for people to pass them on and thus create referrals for you.

4/ Educate Them - One of the most important things you can do is tell people that you love to get referrals. In fact you want to let them know that a large part of your business is based on referrals and that you would really appreciate it if they can refer new clients to you. If you do not let them know they may not ever think that you want referrals. So educate them.

5/ Reward & Acknowledge - When you receive a referral from a Raving Fan you want to thank them, keep them in the loop of how things are progressing and reward them. It does not take much to pick up the phone and say ‘Thanks!’. Nor does it take a lot of effort to let them know how things are progressing. Another strategy is to publicly acknowledge them for the referral.

If you apply these five strategies to your business you will find that the number of Raving Fans you develop will increase over time. Treat your Raving Fans like GOLD.

Build the right strategy to create Raving Fans and your Raving Fans will build your business!

Popularity: 19% [?]

I was having a conversation the other day with a prospective new coaching client who was complaining that she was not getting the results from her marketing efforts.

She said she was doing everything right but she was just not attracting enough new prospects into her Marketing Funnel. As I had spent a large amount of time in perfecting lead generation systems I immediately began to ask her a series of questions to identify the problem.

When I got to the question … ‘How Irresistible is your offer?’ I knew I had identified the problem.

Her answer … ‘What do you mean by that?’

Think about this from Joe Publics point of view. They are quitely going about their business when all of a sudden they become exposed to your marketing material. It seems to be offering them something but the message is unclear. In fact, Joe is not even sure if the message is meant for him or not. Regardless … Joe promptly igonres your marketing message as it does not really appeal to him or grab his attention anyway.

I explained to her that in order to make a prospective client have an overwhelming desire to want to give you their personal details to go on your database they have to find your offer IRRESISTIBLE!

So I asked her what offer she was making.

Her response was that she only offered her weekly newsletter. The question I have for you is this … How Irresistible does that sound? Does it make you want to give up your name and email address to get your hands on it?

Probably not right?

The key is to create an offer that is so Irresistible to your TARGET MARKET that they just have to get their hands on it. They must have a powerful DESIRE for the offer to say YES please add me to your database so I can have access to the offer you are making.

If you are doing this online using a lead capture page or squeeze page then you can tell how Irresistible your offer is … just look at your conversion ratio. A good conversion ratio for lead generation online is approximately 20% to 25%.

When you can achieve a result better than this then you know you have a powerful and irresistible offer that has strong appeal to your target market. Take a look at my Attraction Marketing Revealed site which is designed to create leads for us. Currently it is converting at around 41.7% … this is very high and is a good demonstration of what can happen when the offer is irresistible to a focused target market.

So how do you create Irresistible offers and dramatically improve your lead generation?

What can you do to make your lead generation efforts more ATTRACTIVE to the market place and achieve conversionrates like 41.7%?

Here are 7 ideas to consider to generate more leads:

1/ Target Market - You must FOCUS your lead generation on one target market. You can not market to a general market and expect to get results. Narrow your focus down to one very specific focus market. This way when they come across your marketing material it is easy for them to identify that it is meant for them.

2/ Identify Their PAIN - People are more motivated by their PAIN and how to get out of it than they are with the thought of gaining something. So you need to be able to clearly articulate their PAIN in your lead generation material.

3/ Offer A Solution - Along with identifying with their PAIN you must make it clear that you have the solution that they are looking for. You want them to identify you with the solution they seek.

4/ One Option - For more effective lead generation you need to have dedicated lead generation site that only allows visitors to do ONE thing … give them just ONE OPTION. Too many people provide a whole lot of options and as a result they confuse their market.

5/ Give First - Do not try and sell up front. You are much better off to giveaway something of VALUE first which talks about the solution to their problems. This way you will attract a lot more prospective clients into your database that you can sell to later. Besides … it will be easier to sell your service to them later once they have had a chance to get to know you, like you and trust you.

6/ Assign Value - Just because you are giving away something first does not mean it has no value. You want to assign a value to the information that you give away up front. If you look at our Attraction Marketing Revealed website you will see that we are giving away more than $497 worth of information upfront just to make it totally irrresistible to enter our database.

7/ Overwhelm Them - Provide more than what you promised. Give them so much information about solutions to their problems that they become overwhelmed by it. I have found from experience that the more you give away without expectation of return the more will flow back to you in the form of new clients.

When you have created a truly irresistible offer and follow the above 7 ideas you will find that your target market will be highly attracted to you. Your conversion ratio will go up and your database of prospective new clients will start to grow steadily.

So give some thought to making an offer that is so irresistible to your target market that they will say YES to being on your database and identify themselves as a prospective new client.

Popularity: 16% [?]

Have you ever stopped to ask yourself why you do not respond to most marketing?

More importantly … why is your target market is ignoring your marketing material?

As a specialist in Attraction Marketing I certainly have asked this question many times. Both of my own marketing and of the marketing of my clients. Why is it that some marketing gains attention and the majority is completely ignored?

This past weekend I had the good fortune to be invited to the “Mouthing Off For Big Money” seminar which was all about building your business through speaking. At the event each of us were given the opportunity to stand up in front of 100 people and give our speech for 6 minutes. Well as you can imagine there were some nervous moments for a lot of people.

For most of in attendance though the biggest lesson came from a lady named Melissa. She had virtually everyone at the seminar in tears, managed to earn $2,300 per minute as a professional speaker without trying, and created over $65,000 in value for two people … needless to say it was a life changing experience.

How did she do all of this in just 6 minutes?

Simply by being Authentic and sharing her story of her Passion!

When Melissa was picked out of the audience to come on stage and give her speech you would never have guessed what was about to unfold. She appeared nervous and unsure … in fact she even appeared as though she was unprepared for the 6 minutes.

What she did was simply to share her story. She talked about how she had been advised by doctors that she was going blind and to prepare to live as a blind person. She mentioned how her dream had been to be a Mountain Bike Racing champion but now she feared that would never happen.

Melissa went on to explain how she took up Mountain Bike racing anyway and became quite good at it …. until she had heart related illness that doctors told her was life threatening and she had to give up Mountain Bike Racing. For 16 weeks she didn’t ride her bike … and she was miserable.

Finally she decided to get back on the bike. The Australian Championships were coming up … a 24 hour endurance event. She entered and with her 11 year old son as her only support crew she managed to come second and qualify for the World Championships in Canada.

It was an amazing story!

She gave one of the most inspiring speeches you could ever hear.

She received a standing ovation that lasted for nearly 5 minutes.

Here is the key … none of it was because she was a great speaker. She didn’t use any fancy presentation techniques. Her speech was not particularly well structured.

She simply shared her Authentic story. She opened up her heart and soul to people.

The big question out of this is … are you sharing your Authentic self?

Does your marketing share you Authentic story? How can you make your marketing more attractive through your authentic story.

Okay … many of us will not have an inspirational story to share like Melissas … however you could start by sharing WHY you do what you do and why you are so passionate about it.

So what is your Authentic story?

Popularity: 20% [?]

There is no doubt that marketing via online VIDEO has become one of the best ways to gain exposure for your product or service if used correctly. Recent technology advances combined with the fact that more and more people have broadband connections means that video has become a viable marketing media.

We have all heard of the You Tube videos that go viral and get exposure to millions of people … but can this power of video really help you market your business? The answer is absolutely YES. In fact it is my belief that in the future video will be the dominant format online.

There are many reasons why but consider this:

- Video allows people to get to know you FAST!
- Video engages a range of senses
- Video can be distributed on mass globally
- Best of all … Its FREE!!!!

While you may not get millions of viewers to your videos you can certainly get hundreds of thousands of views for your videos. Think about it … thousands of new prospects being exposed to your business for free. How much would you need to invest in more traditional media to reach these people?

Just one of my videos has had over 16,000 views generating me lots of leads for one business I am involved in.

So what sort of videos should you create?

Well you want to create videos that are:

- Short in length (2 to 5 minutes)
- Focused on one topic
- Add value to someones life
- Talk directly to your Target Market
- Offer a solution
- Make it personal
- Has a call to ACTION … the next step.

You do not want you videos to be overly sales oriented. You are better off giving as much VALUE in your videos as you can. Always though have a call to ACTION … lead them to the next step in your marketing funnel.

Video marketing is an ideal way to generate FREE visibility in your target market. Once you have their ATTENTION and provide something of VALUE to them then lead them to the next step in your marketing funnel. Usually this is to take up some sort of IRRESISTIBLE OFFER so that you can get them into your database.

There are hundreds of sites that you can upload your videos to including You Tube, Google, and Blip.TV. There are lots out there but just start out by uploading videos to these main sites first.

Take a look at some of my videos to get some ideas on how to put them together.

If you are looking to ATTRACT more new clients than you can handle then start using VIDEO as a key part of your online marketing strategy.

By the way … as a demonstration of the POWER of video and the technology coming … did you watch my Presidential Election VIDEO? The link was above … if not here it is again.

Popularity: 17% [?]

Discover how to use Attraction Marketing In your Small Business:

www.AttractionMarketingRevealed.com

Popularity: 29% [?]