Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

Client Stampede Coach

How to Super Charge Your Marketing By Going Against the Grain

"Brand is the 'f' word of marketing. People swear by it, no one quite understands its significance and everybody would like to think they do it more often than they do" - Mark di Soma, Audacity Group In marketing your business, if you’re like most solopreneurs, you’ve probably been lead to believe that the key to successful marketing is building a strong brand. The success of companies like Coca Cola, Louis Vuitton, Adidas, Starbucks, and Wal-Mart, branding giants of our time make this a very logical assumption to make.  Unfortunately this assumption is lethal for small business owners.

What is brand advertising anyway?

In its simplest form, brand advertising is image-based advertising.

You push an image, a tagline, a slogan out to the marketplace in the belief it will attract new people to your business.

Your competitive edge is building a stronger brand presence in your marketplace than the guy down the street.

The only problem with small business owners doing brand advertising is that you don’t have the mega million dollar marketing budget that’s required to even make a “brand splash" in your market place.  Nor do you likely have the 10, 15 or 25 years it takes to really build brand awareness.

The job of your marketing is actually very simple. It has only one objective. Get you sales today.

Brand advertising is an extremely inefficient and deadly slow way for you to make sales now. It places you at the mercy of your buyers buying schedule – they’ll only buy from you when they’re good and ready (if they ever are, assuming of course they remember you and your brand!).

Instead, the far more powerful and cost efficient way to advertise is direct response advertising.  Which is the exact opposite of brand advertising.  Direct response advertising compels your audience to take immediate action, today, now.  It’s the kind of advertising that’s been around for hundreds of years–ever since the traveling medicine man rolled his wagon into town and handed out flyers offering a special discount on his miracle cure for baldness elixir.

By using direct response advertising you also remove the guess work from your advertising because you know, down to the penny, how effective an ad is and how much money it brought you.  With brand advertising there is no way to measure effectiveness except by guessing (by the way, the lack of accountability is why ad agencies love brand advertising so much!).

So how do you stop brand advertising and switch to direct response?

I have a 32 point checklist I use when writing direct response ad copy, but here are two of the most important elements to include in a direct response ad.

1) Include a compelling offer in every piece of ad copy you write.

What carrot can you offer prospects that is so enticing, so bold, and so darn delicious that it will cause them to leap out of their La-Z-Boy arm chair, kick the cat out of the way, grab their coat, brave a sub zero snow storm, and drive with bald tires to go buy the thing you’re selling?

Remember, your offer shouldn’t be good.  It should be great.  Something like "Place an order by Noon and get free shipping," qualifies only as good because it's likely that your competitors offer the same thing!

2)  Use a strong headline that arouses curiosity and answers that age old marketing question: "What’s in it for me?"

Using great headlines in your ad are everything! One of the best headlines of all time is “A little mistake that cost a farmer $3,000 a year."  Imagine you were a farmer back in the 1930s and your annual income was only $9,000.  Wouldn’t this be an ad you’d want to read?

Direct response marketing is your own secret weapon to turbo charge your response rates, make more money and attract prospects to you like bees to a honey pot.  It’s a much smarter way to run a business than marketing by chasing your prospects and hoping that when they feel ready to buy, they’ll somehow remember your brand.

How to Turn Mud Into Chocolate Mud Pies ...

"When written in Chinese the word "crisis" is composed of two characters - one represents danger and the other represents opportunity"  ~John F. Kennedy, address, 12 April 1959 Nearly a month ago a small tornado ripped through the sleepy town of Dexter, MI.  As with most tornados, it arrived with little warning and plowed a path of destruction that stretched over 10 miles, upending trees, houses and the lives of the people who live and work there.

Dexter also happens to be the city just north west of where I live.

And its where I keep my horse.

By nothing short of a miracle, the tornado missed the barn by less than ¼ of a mile.  The night the tornado unleashed its fury I got a text from the barn manager to say that despite the 135 mph winds, all people, animals and property were safe.

I happen to believe in miracles, and that was certainly one of them!

The next morning I yanked on my boots, hopped in my car and headed out there to double check on my horse.

As I approached the little town, the first sight of damage I saw was that it looked like someone had emptied 100 dumpsters worth of trash onto the branches of trees.  The damage got worse as I drove on.  It looked like a war zone and I felt like as if I was part of some kind of horror movie set on a Hollywood backlot.

King Kong had stepped on a car wash building and squashed it flat as a pancake.

A restaurant had its whole top floor ripped off.

Cars were overturned or wedged into the side of buildings.  Homes destroyed beyond recognition.

A somber parade of more than 30 huge landscaping trucks shuddered past me to begin the mammoth clean up task.

As I sat in the traffic jam, I felt sick to my stomach thinking about the local business owners.  Dexter has a thriving small business community, but how many would have planned  for this kind of catastrophic event?  Very few was my guess.  Most would have woken up that day thinking it was just going to be a regular, old Thursday.   Now, in one foul swoop their incomes had been severed, their homes damaged, and they had no idea when they’d next receive another paycheck ….

Except for one little business, that is.….

Which just so happens to be my favorite little coffee hut out there.

As I approached the lot where the coffee hut was located,  I noticed that unlike the rest of Dexter (which understandably was in a total state of shock and mourning), the place was a hive of activity.  The vibe, very upbeat.   Everywhere I looked there were people – in cars, out of cars, directing traffic, talking to each other…there was laughter even - police officers, landscaping crews, rescue crews, locals, volunteers…

In fact, you could say the place was rocking.

I also noticed that everyone seemed to be drinking coffee!

Turns out the little hut had survived the tornado but had no power or water.

That would have been enough to keep most businesses shut.

Not this little business.

The owner had brought in a mobile truck complete with generator, a portable espresso machine and a cash register. And someone had been up baking carrot cake muffins that were being handed out left, right and center.  Extra staff had been called in to help, and they were taking, and making coffee orders like crazy.

Never mind that the parking lot was strewn with debris, or had huge potholes which a mini could get lost in.  The staff were running around, taking orders, bringing coffees, boosting morale.

Talk about making lemonade out of lemons!

On one day I’m sure that little business made more money in a 24 hour period then it did the whole month prior.

That takes some “hootzpah, and some fierce bulldog determination to succeed no matter what.  I don’t know that owner, he isn’t part of any of my coaching groups at the Client Stampede, but I’m going to seek him out to hopefully interview him on how to thrive despite mountain sized obstacles

Reminds me of another favorite quote of mine…

"Every adversity, every failure, every heartache carries with it the seed of equal or greater opportunity" - Napolean Hill

Press on ...

Earlier this week I was on a coaching call with one of my Platinum members, and she was having a vent session. You know, one of those horrible "this is all just too hard I think I should just give up, I'm not really cut out to do this"..kind of vent session.

I've certainly had them and I bet you have too.

When I was a kid, my Mom used to call these outbursts "haircuts". All we'd have to say to her is "Mom - I need to have a haircut - can you listen for a sec?". And we'd let it all hang out, moan, whine and complain...and within 5 minutes, usually felt a lot better.

Vent sessions are important. No - they're critical for your success.

Being a solopreneur can be lonely and terribly isolating...there you are banging away at your key board, with just your dog at your feet...and an empty coffee mug on your desk. Its essential you have an outlet - someone you can trust your innermost fears to, who's not going to freak out (like your husband who just saw the credit card bill and is wondering if this "marketing stuff really works!")

That's the power of having a good coach.

Someone who can help you walk through your fears, realign your path, and keep you moving exactly where you need to go.

I heard someone once say that you can never put a price on having someone in your life who believes in you more than you believe in yourself...

I saw the power of this when I was 15 years old in high school. My Mom's best friend also happened to be the vice principal of my high school and the head of the math department...

Now math has NEVER been my strong suit. But when I was 15, the vice principal took my Mom aside one day and told her that I didn't have a hope of passing my math exam that year. And of course, my now very worried Mom, told me...

Thing is...she was probably right.

Except that that wasn't what I wanted to hear..and I'm a Capricorn (goat) ...so, if you want me to do something...just tell me it can't be done and I'll find a path to get there!

That year I got a math coach and met with her religiously twice a week. For me that was akin to having to get a root canal on a regular basis

...algebra, statistics, fractions YECH!!!

There were times I'd show up to those coaching sessions in floods of tears because I just didn't "get" it. My coach would quietly listen, and when I'd finished throwing my pity party and having a vent session, she'd say to me quietly "alright...now where were we.."

That year I passed my math exam with 76% - a personal triumph of epidemic proportions! But if my coach hadn't believed in me...or had told me that it was unlikely I'd pass and I should just "stick to art"...I would never, ever had known what I was capable of.

What about you?

What problem are you grappling with at the moment that makes you just want to scream? Is it bad enough to make you question whether you should throw in the towel and just go get a desk job working for someone else?

Never, NEVER, Never Give Up!!!

You were given your dreams for a purpose. The fact that your goal is to make $100K, $200K, $500K, or to work less without sacrificing income so you can spend more time with your family...I believe these are your God given desires.

You've got them for a reason. Its your job to grace the world with your own form of beauty - no one else offers what you do, in the way that you do.

This week's ezine is all about the power of perseverance.

I want to give you a giant helping of inspiration to help you push through whatever you might be struggling with right now. (Keep this ezine in a safe place so you can reread it when you need to!)

Winston Churchill famously once said "never,never, never give up."

There's another saying I love - an old Japanese proverb that says "fall done 7 times get up 8."

But by far, one of my favorite quotes of all time is the one Erin Brokovich carried around in her pocket in a letter her Dad wrote.

"Nothing in the world can take the place of Persistence.

Talent will not; nothing is more common than unsuccessful men with talent.

Genius will not; unrewarded genius is almost a proverb.

Education will not; the world is full of educated derelicts.

Persistence and determination alone are omnipotent.

The slogan 'Press On' has solved and always will solve the problems of the human race."

To your massive abundance and success!

Looking For Value In All The Wrong Places ...

If I was to conduct a straw poll of 100 different businesses and asked them just this one simple question: “What’s the one thing you have that’s of MOST value in your business?, what do you think the responses would likely be? Here’s what I think they’d be:

“Well, DUH – its in our super-fandangled-whiz-bang new product we’ve just released”

“It’s in our amazing customer service – our customers love us and refer us like crazy”

“it’s our incredible service”

“Our single biggest assest is that we have THE best storefront location in the city”

“My staff is my single biggest asset”

“Its our amazing technology”

The list goes on and on…you get the idea.

But here’s the thing. ALL of them would be wrong.

Unless, of course they made this one simple statement: ”It’s in our customer list – we’ve got full customer information for ALL our customers – name, address, mailing address, physical address, phone numbers, buying history, referral history …”

Most business owners mistakenly place high value on the physical or service aspects of their business – their location, factory, equipment, products or services. But all that is just “stuff”. Its easily replaced and easily duplicated.

The real value in your business is with your customers.

If you have a great customer list, then you, quite literally have at your fingertips the ability to create your own income on demand. Releasing a new product? Zaap! Send an email to your list with a great offer before you go to bed at night and cha-ching – you’re got money in your account when you wake up. Found a great product that your customers could really benefit from? Send an offer to your list and earn a commission off the sales.

If you’re not zealously collecting the names and contact details of not just your customers, but all your prospects too (especially your prospects) – you’re letting a HUGE amount of money slip through your fingers.

Stop the hemorrhaging and make this your number one priority starting today…

PS if you haven’t ordered yourself a FREE copy of my audio CD: 10 Secret strategies to get more clients, make more money, turn customers into raving fans and give more back in the new economy – you’re nuts. It’s a $97 value, yours FREE! Just visit my website at www.TheClientStampede.com and use promo code GetYerSpursOn at checkout.

16 examples of irresistible offers to light your prospects pants on fire

The strength of a great sales letter really boils down to how irresistible your offer is.  Matching the right offer with your target market is often the one little hinge that can open BIG doors.  In my Client Stampede Ultimate Marketing Home Study Tool Kit I provide my exact magic formulas for how to craft an irresistible offer - here's 16  irresistible offers  out of my list of 47 in my Ultimate Marketing Toolkit you can easily "swipe and deploy" for use in your own business:

  1. Free information report, starter kit, demo, sample etc
  2. FREE with absolutely no strings attached
  3. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  4. Free Shipping
  5. Hold your check
  6. Time deadline
  7. Limited number of units available
  8. Bonus overload – stacked bonuses
  9. Early bird bonus tied to a specific response date
  10. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  11. Mystery gift
  12. Basic/deluxe or good/better/best
  13. Accept payment on multiple credit cards
  14. Easy pay options (monthly payments)
  15. The more you buy the more you save – tiered discount based on amount purchased
  16. Different pricing based on customers promise of action (e.g. for testimonial or referral)

The Kardashian "Mother Lode" - How Chris Jenner Created The Kardashian Juggernaut

Love 'em or hate 'em, reality tv stars, The Kardashians and Kardashian Inc. are branding powerhouses to be reckoned with. Last year they earned $65 million – more than Tom Cruise, Sandra Bullock and Angelina Jolie combined. This year their estimated earnings are set to top more than $100 million. From fragrances and paid endorsements to designer duds and a “destination Kardashian” at the Mirage in Las Vegas (which houses every product the family endorses). “We’ll take Kim in a bikini and put her on a beach towel,” mother Kris Jenner says. “So you would be laying on a Kardashian at the pool.” The hotel itself will be a Kardashian shrine: room keys will bear their image, each of the 4,338 rooms will house Kardashian-branded water in the minibars, Kim’s fragrance on the vanity; oh, and Kim and the girls will be vamping on a dozen of the new slot machines. Really? You can lay on a Kardashian by the poolside and this is their mom speaking? (Actually it was Kris’s idea).

The mother and “Momager” behind the Kardashian powerhouse, Kris Jenner, may be many things – bossy, controlling, nosy, obsessed with personal lubricant to name a few, but when it comes to monetizing her family’s reality TV fame in inventive and controversial ways, the woman can’t be beat.

And, just like the inventor of Silly Bandz, the success she’s created for her family hasn’t been overnight either – it’s been many, many years in the making. A former airline hostess, she started back in the early 90s selling exercise equipment via an informercial she wrote and produced with gold medalist hubby Bruce Jenner.......... (continued below).

Kris met husband Jenner on a blind date - at the time he was doing  a little motivational speaking, a few public appearances but mostly playing a whole lot of golf.  Kris recognized an opportunity when she saw one and began overseeing his speaking engagements and management deals.

By 1994, Kris and Bruce launched a line of stair-climbing fitness equipment via a self-produced infomercial, “Super Fit With Bruce Jenner,” in which they both appeared. The ad was a success, running 2,000 times a month in 17 countries, however in 1995 and 1997,Kris added 2 more daughters to the clan and her show biz career took a 10-year hiatus.

In February of 2007, inspired by the Success of Sharon Osbourne and the Ozzy Osbourne Show, Kris independently produced a presentation tape of a reality show following her family and had begun shopping it to different production companies.  It was about this time that Kim Kardashian sat her Mom down and told her that a sex tape she'd made with her boyfriend had been sold to an adult film distributor and was going on sale at the end of the month.  If there was ever a time to turn lemons into lemonade, this was it.  Kris hired a spin doctor to handle the public outcry. Vivid, the adult film distributor ended up having to pay Kim a reported $5 million for the sex tape and the tape itself went on to become one of Vivid’s best-selling DVDs in 10 years — putting the Kardashians squarely on the map. In 2006 Kris signed a deal with Ryan Seacrest Productions to follow her family on a new reality tv series - Keeping Up With The Kardashians.

“My job", said Kris "is trying to take my kids’ 15 minutes and turn it into 30.”

Looks like she hit the ball out of the park on that one ...