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

client attraction

How to Create Viral Videos Worth Sharing

Not so long ago, a friend shared a link with me on Facebook.

The video recording quality was grainy. The audio was out of sync with the video. The props were cheap. The film set was non-existent. The result?

A viral video that was viewed almost 40 million times, and shared 23 million times, in 12 months. When I shared this video to my wall, I immediately got two responses — one that said, “Wow, I wish I was their client.

Unfortunately, there was no chance of that happening (since the video maker was a dental practice in London, South Carolina and my wishful friend lived in northern Michigan). But the video maker had achieved the holy grail — a viral video that doesn’t just entertain, but ATTRACTS NEW CLIENTS.

So, what was so magical about a video for a dental practice? I mean, seriously. Is there a less sexy business? Few businesses create such a uniform groan from their patients when it’s time for your appointment. Big companies spend hundreds of millions creating videos that they hope will have a tenth of the social engagement that this video had. So how did they do it?

1. Use lots of humor. Self-deprecating is always good (as long as it is in good taste), but other good uses of humor include showing familiar things in a humorous light.  Remember the e-Trade baby? That set of hilarious viral videos was first launched eight years ago, and still remains the most effective ad campaign in its history.

viral_video_marketing.png

2. Keep the videos short. And entertaining. There’s a reason Instagram limits its videos to 60 seconds or less. Effective viral videos need to be fast and furious. The second they lose their humor, or momentum, the audience is lost.

3. Be as human as possible. The days of slick corporate ads are long gone. People want to feel real connections with the business they buy from and the products they use. My dental video example couldn’t be less polished and less “unprofessional”.  Yet it’s wildly successful. Why? Because the dentist is being “real”. If you are familiar with my Client Stampede marketing, then you will know that creating personality-infused marketing is at the heart of every uber-successful ad campaign.

So to recap on the formula for viral video success. You don’t need expensive camera equipment.  Or professional lighting. Or fancy video editing. Or special costumes, in order to make a viral video, viral.  As with any marketing for your business, it’s all about the message. What are you saying, in a funny, entertaining way, that resonates deeply with the audience?

 

(Oh and the dental video I’ve been referring to? You can view it here:

 

 

Christmas Craziness and 8 Marketing Secrets to Attracting a Never Ending Supply of Dream Clients

Santa
Santa

As I walk past pictures of angelic looking families gathered around a perfectly decorated Christmas tree, I laugh at how my Christmas experience at that exact minute is polar opposite. My arms are breaking from my shopping bags.

I’ve got an oversized dog bed hanging off of one arm (what was I thinking). My phone is ringing, it’s my printer on the line trying to get final signoff for an Everest sized project for one of my private clients. I’m carrying my toddler’s hat, gloves, coat on one spare finger, and she’s at my side yanking at my coat, too tired to walk because her new shoes she wanted to show Santa are hurting and is about to let the good folks shopping in this over crowded mall know just how much noise can come out a two year old’s lungs.

Ahhh, the holidays.

And a brand new year is peeking just around the corner.

If Santa asked you what you wanted for Christmas this year, would you tell him you wanted a bigger, more successful business? Would you say “hey Santa, can you bring me a boatload of new customers – and not those pesky, high maintenance kind who are always trying to drill me on price – but the kind who are funny, intelligent and fun to work with? And have the ability to pay me? You know, dream clients? Oh, and Santa, would you mind delivering me these dream clients every single week, to my front doorstep like clockwork so I never have to worry about prospecting for new business again and can really build my client base?”

Then the old man with the apple red cheeks and shiny black shoes would chuckle softly and say “well, it’s about time you asked…”

So here it is.

Straight from Santa’s sack.

The 8 Marketing Secrets To Attracting A Never Ending Supply Of Dream Clients For Your Business

  1. Know who your dream client actually is. Sounds obvious but few people have this part thought out. Most folk define their dream client by default as being – well, anyone who wants to pay me. Na-uh. Get clear.
  2. Make a list of 20 -100 companies or people who would be your dream clients. When I first started my copywriting business I set my eyes on working for the really big guys – the Fortune 100 Companies like Walt Disney, Coca Cola and Mercedes Benz. I made my list of 100 companies and looked at it every day, thinking of all the different ways I could “break in” to be able to work with them. I didn’t get to work with all 100. Actually I only got to work with 3 before I changed my focus, but those 3 big clients gave me more work than I could handle. Thing is I would have never have been able to work with them if I didn’t know from the start who I wanted to work with!
  3. Brainstorm how you could create the dream experience for those dream clients. Put yourself in their shoes. If it was you writing them the check, instead of the other way around, what would be the absolute ultimate, rave worthy experience if anything was possible? Now you have your new gold standard.
  4. Hold a focus group of your current dream clients. Take them out to dinner and ask them what you could better. You will be amazed at what they tell you and how much they appreciate you asking their opinion.  Work with your current client base.
  5. Truly there really is no marketing secret if you become a marketing nut. Marketing is the life blood of your business. Period. Remember that it’s not the best company who wins, it’s the best marketing. Make it your business to learn everything you can about real world marketing that has been tried, tested and proven in the battlegrounds of real life. Not crummy marketing theory that should work in principal but is unproven.
  6. Create a monthly, and weekly marketing plan for your business. Then implement it. Separate your marketing into 3 sections:
  • your lead generation
  • what you do to convert a prospect into a paying customer
  • what you do to keep a customer so they buy from you again and again.

7.  Make marketing your daily fix. Just like ordering your cup of Joe or having a lunch break. Spend a little time every single day working on your marketing. Don’t make your marketing a series of sporadic, haphazard events that happen in reaction to cash flow issues or “when you get the time.” Without marketing, you don’t have a business. So put it at the top of your list.

8.  Be remarkable at what you do. Give more than your clients expect. Follow up with them. Care about their success.

Photo Copyright (c) 123RF Stock Photos

The Ultimate Marketing Secret To Attracting More Clients

I once heard a great story about a little commercial fisherman who fishes off a well-known peninsula in New York. This man has become legendary in fishing circles and I even heard it rumored that he was the guy who captured the Great White shark that inspired the movie Jaws. Every morning, Captain Jack heads out bright and early to go fishing. But that’s pretty much where the similarity between him and every other commercial fisherman ends. Instead of hiring a big crew to help get his catch, Captain Jack has one lone deck hand.

And they don’t use nets to catch their fish. Call him old school, but he still prefers to use just fishing poles and lines.

But here’s the thing.

Every day for the past 20 years, without exception, Captain Jack catches not hundreds of fish, but thousands of fish. In fact, he out fishes every single commercial fishing operation in the area, usually by multiple times.

It doesn’t matter what the tides are doing, what time of year it is, or even if the fish are “running.” Captain Jack seems to have the “Midas touch.”

Over the years, he has been interviewed multiple times. Each time, the journalist tries to pry out of him the secret to his success. And every time, this is what he says (what’s most interesting is that it applies just as much to marketing as it does to fishing):

“I make it my business to know everything I can about my fish. I think like the fish, not the fisherman.”

That one little statement right there is the single biggest reason why his methods work while most methods fail.

It was made by an entrepreneur (it could have also been written by a marketer), who is thinking like his prospects, not like other entrepreneurs.

There is no one who knows more about fish in those waters than Captain Jack. For the last 20 years he’s documented the water currents, studied the fish migratory patterns, examined water temperature and, of course, knows his fish food sources.

A fisherman knows it’s all about putting the right bait on a hook to catch the right fish. If you’re looking to catch Cod and you bait your line with an old sock, you’re going to be very hungry come dinner time. On the other hand, if you use Peeler crab at a time when the Cod are looking for it, your chances of success multiply exponentially.

So why then do so many people make the mistake in their marketing of offering the wrong bait to their market? They offer things they themselves think their prospects should be interested in – but don’t actually know for sure what their prospects are looking for.

You are never your prospect. Even if you think you are. Assumptions are the most dangerous (and most expensive) things to make in marketing.

To catch a prospect, you have to think, act and talk like a prospect. Not like a marketer.

When I create advertising campaigns for my private clients, at least half of my time is spent studying the target market. I don’t even dare pick up a pen until I have a very firm grasp of whom I’m writing for and how they think. Copy is written very differently for business owners than for employees. You speak to a 30 year-old man very differently than you’d speak to a 40 year-old man; married women very differently than single women. Moms very differently from “empty nesters." Knowing and understanding these nuances makes all the difference to your marketing - it's the only way to attract more clients.

Think like the fish, not the fisherman and you'll experience your own Client Stampede!

How To Talk to Women (And Why Your Marketing Has To)

Recently, I spoke to a group of business owners about how men and women make buying decisions very differently. I told this kind-of-funny story about the couple shopping for a BMW 540i: After months of research, this particular couple finally found their dream car. Striding into the dealership they knew within a few short hours they’d be leaving with 3,000 pounds of fine German steel.

The husband jumped behind the wheel, the salesman rode shotgun. They talked torque and performance engineering. So far, so good. The test drive was going fantastically. But then the wife, sitting in the back, noticed something that really bothered her. It seemed so trivial, but the more she thought about it the more it bugged her. So, wincing inwardly at the scorning that was likely going to come from the front seat, she asked the sales person, “So, what’s up with the cup holders?”

The salesperson shot her a pitiful stare. “They’re right there.”

“Yes,” she replied, “but they’re so tiny. And those claws look flimsy. There’s no way they’d actually hold a coffee mug.”

Deathly silence from the front seat. Her husband did his best to keep a straight face.

“Well, that’s because Europeans don’t eat or drink in their cars,” the salesman retorted curtly.

“Yes, but I do,” the wife insisted. “And so do my kids.”

Another irritated look from the salesman, “Well, you could just hold your drinks between your legs.”

Game over.

The salesman went home that day with only moths in his wallet. And the husband and wife team went home without their new car, although theirs was only a temporary set back.

After doing some research online, they found the pathetic cup holders were a common complaint of many BMW owners. The answer was to buy an attachment to fix the problem. Happy to have a solution to their problem, the husband and wife team went back to a different dealership and this time, came home with their new Beamer.

You’re not alone if you’re reading this thinking that it sounds pretty stupid that a $50,000 deal could be blown because of some flimsy cup holders. But the car salesman made the very common (and very costly) mistake of assuming that the woman didn’t have any say in the buying decision. According to the most recent statistics, not only do most women influence 80% of all car purchases, they also buy the majority of cars (including trucks).

Welcome to the New Economy my friend. There are two sexes in the human race and only one of them does most of the shopping.

Women account for 85% of all consumer purchases

91% of new homes 66% computers 92% vacations 80% healthcare decisions 89% bank accounts 93% food 90% insurance, investments and retirement accounts

(Percentages of women that participate in decisions affecting their household’s retirement and investment accounts.)

Women also are the biggest online consumers. 22% of women shop online at least once a day.

Source: Mindshare/Ogilvy & Mather

But, here’s the rub.

Most marketing is aimed squarely at the male consumer, even though it’s women who make most of the buying decisions. Even for products considered traditionally for men like deodorant, men’s clothing, and yes, even your 6.6L V8 turbo-diesel Duramax truck.

As a marketer, here’s what’s most important for you to realize: women make buying decisions very differently from men. Women prefer practical benefits to features. They don’t care how many settings a freezer has – they want to know if it’s big enough to store frozen pizza. Men on the other hand, tend to love features.

Women are story driven. They want to feel a connection, empathy, with the company they are buying from. Telling the story of a business or a product becomes a very powerful sales tool. Men on the other hand, are more influenced by facts and figures. Give me the info and I’ll make the decision. Women want to know who you are first and foremost before deciding whether they’ll buy from you. Stories are also very powerful when selling to men, but typically to demonstrate outcome.

For women, it’s much more about the relationship. Does what you’re offering work for the kids? The rest of the family?

These are just a couple of critical differences you need to take into account when you’re creating your marketing. More and more big companies are realizing who holds the purse strings and are scrambling to change their marketing, and their businesses, to accommodate it. Lexus offers free massages while your car is being serviced, and a local rescue repair team in case of breakdown. Ryland Homes completely changed their floor model so the back yard could be viewed from the kitchen and all living spaces.

Final Takeaway

Marketing to women is not about excluding men. It’s about gaining a deeper understanding of your target market and, specifically, how to make your marketing message strike a chord and spur action from a prospect, whether they’re XX or XY chromosome.

Avoid marketing strategy that relies on clichés or stereotypes. A direct mail piece in a pink envelope won’t win you new female customers. Ad campaigns that speak exclusively to men will alienate women, and vice versa. Aim instead for gender-neutral design and packaging like Apple’s. Steer clear of insults, don’t oversimplify consumer preferences, and avoid generalizations about your customers.

Increasing your market share involves designing marketing pieces that appeal to both sexes. Set out to create a marketing campaign that speaks to both men and women.

9 Slam Dunk Ways To Attract New Clients to Your Business

Forget magic closing tricks, gimmicky marketing, or having to chase prospects and beg for business. It is easier than ever to attract new clients to your business without having to sully your good name or resort to sneaky tricks to get people to do business with you. Whoa, back up the bus a minute Nelly. Yes, I did just say that prospecting for new clients is getting easier (if you know what you’re doing, that is), and here’s why.

  • Because most businesses are terrible at marketing (and getting worse, not better)
  • Because most businesses drop their customers like a lead balloon once they’ve got your money (you never hear from them again, or their service is plain awful)
  • Because most clients are hugely frustrated/disappointed with the companies they do business with. They’re looking for that one little nudge, that one reason, to switch allegiances and buy from you.

Right? So how do you attract those clients jumping ship to you?

It’s simple. Here are 9 Easy Ways to Attract New Clients:

  • Quadruple check that your product/service solves some pressing problem, terrible pain, or difficult issue. If you don’t think it does, then you need to go back to the drawing board and reposition your service. Moving away from pain is a far more powerful motivator than moving towards pleasure.
  • Make being one of your customers mean something. Do they get a special gift? Some kind of recognition? A membership in a rewards programs that’s actually useful? If not, get your thinking cap on. This is huge.
  • Offer exceptional customer service. Everywhere you go, you can’t help running into companies who treat their customers like dirt. These businesses won’t last (no matter how big they are – mark my words). Show your customers how much you care about them and you’ll be amazed at how much more they’ll want to buy from you.
  • Show that you've helped people just like them (make liberal use of testimonials).
  • Be of service first. Create a powerful, free, opt-in magnet for people. It could be a free white paper, audio series or video. But don’t give free stuff without a plan. That’s just throwing your money away. Your opt-in magnet should help guide people along your sales funnel.
  • Write a great sales letter. Still the most powerful form of marketing on the planet.
  • Implement an referral program with incentives.
  • Follow up, follow up, follow up. Before the sale. During the sale. After the sale. Get a follow up system in place that gets triggered at each of these 3 points.
  • Give your website a “direct response marketing” makeover. No I’m not talking about having to use flash and fancy graphics. I mean rewriting and redesigning your website so that it accurately conveys the value you provide, your expert positioning in the marketplace and magnetically attracts the right kinds of prospects, while at the same time repelling the wrong kinds.

That’s it! Go get em’ tiger. Pretty soon you'll see you've attracted so many clients you'll have your own Client Stampede!

173 Ways To Get More Clients

One of the questions I get asked all the time is, "What is the one thing I can do to get more clients?" Actually, I can do a lot better than that…here’s 173 marketing tips you can do right away. But here’s an important thing to remember…when a client of mine was asked by his colleagues the secret of his success and how they could add 30 or 40 more patients a month to their practices he replied:“I don’t know one way to get 40 new patients, but I know 40 ways to get a new patient and I use all 40 of them!”

1. Get very clear about your marketing message 2. Write out your unique selling proposition 3. Define who your ideal clients are 4. Follow up with prospects within 24-48 hours 5. Deliver more than expected 6. Deliver it before it's expected 7. Implement a referral campaign 8. Use Personality Infused Marketing™ to write a warm letter to family and friends 9. Join a networking group 10. Hold your own focus groups 11. Build a mailing list 12. Offer a bold guarantee 13. Keep your promises (do what you say you’ll do, when you do it) 14. Keep an abundance mindset (not a fear based scarcity one) 15. Call up everyone you didn’t close last month and make a special offer 16. Carve out a niche for your business 17. Be clear about your own unique ability and how this helps others 18. Start a coffee group for prospects 19. Send your clients gifts (birthday, holiday or just random “I was thinking of you” gifts). 20. Start doing presentations 21. Revamp your website so that it’s “Client Stampede compliant,” and is easy to navigate, value filled and builds instant rapport 22. Create a Client Stampede business card so that it actually brings you business 23. Do a co-marketing campaign with another business 24. Hold your own workshops 25. Hold a webinar 26. Hold a teleseminar 27. Do a neighborhood direct mail campaign in areas where you have other clients 28. Time block your time 29. Stop checking email and Facebook throughout the day 30. Raise your prices (really) 31. Start your own blog 32. Write articles 33. Create an auto responder sequence for your website 34. Create a consumer awareness guide 35. Automate your marketing – get your marketing system in place so you can get clients while you sleep 36. Call up your competitors and work collaboratively on a special campaign 37. Start a paper and ink newsletter 38. Write an ezine 39. Create a brochure that clearly articulates what you do 40. Create a one page flyer 41. Create a Welcome to the Family customer kit 42. Create a shock n’ awe box 43. Record an audio program and give it away for free (in return for email addresses) 44. Use sales scripts – don’t wing it 45. Practice your close in front of the mirror 46. Practice asking for triple your current rates in the mirror and keeping a straight face 47. Find out where your best clients have come from 48. Take your “centers of influence” out for  lunch 49. Don’t chase clients for work (but follow up professionally) 50. Remember "no" doesn’t really mean no (except in dating) – keep anyone who says "no" in your follow up file 51. Write a letter to your Chamber of Commerce introducing yourself and offering your services to them to use for free (gain credibility) 52. Ask for testimonials 53. Use your testimonials 54. Provide incentives for referrals 55. Tell everyone what you do – even at family bbqs 56. Ask your clients what success looks like for them 57. Write a sales letter 58. Send a lumpy 3 step direct mail campaign 59. Use your on hold message as a way to educate about the value you provide 60. Get a personal assistant to farm out all the jobs you don’t like doing 61. Write your WHY on a piece of paper and keep it pinned to your desk (the WHY you’re in business for yourself and what you REALLY do for your clients) 62. Keep your best testimonials pinned to your wall so you can see it often 63. Enroll in a copywriting class 64. Realize that all writing in business is copywriting (writing to persuade), and become determined to be great at it 65. Use a bold, curiosity arousing headline 66. Never, never, never give up. The race is won by perseverance, not the person who runs the fastest 67. Memorize your selling scripts 68. Don’t take rejection personally 69. Research your target market and understand what makes them tick 70. Volunteer your time in the community and be visible 71. Write a book or eBook 72. Surround yourself with people who support your dreams and goals (not people who tell you it can’t be done) 73. Stop brand advertising and start REAL Marketing (Rewarding, Easy, Authentic and Loved) 74. Create a tear sheet and send it to your prospects 75. Do a podcast 76. Keep an ideas book for all the big ideas you have for your business 77. Drink your own Kool Aid – make sure you use your own product or service 78. Get a marketing coach who can hold you accountable and help you create your own marketing materials for a fraction of the price it would cost to hire a copywriter 79. Hire a copywriter to create your marketing materials 80. Have a price sheet 81. Offer packages and call them cool, memorable names 82. Protect your confidence by only working with people you like who respect you and your time 83. Don’t be afraid to fire problem clients 84. Invest in your marketing education by attending classes, reading newsletters, reading books 85. Ask for suggestions and feedback from your top clients 86. Implement a lost customer campaign 87. Use a vanity 800 number 88. Become an expert in your marketplace 89. Become a celebrity people are fascinated and intrigued by 90. Use a local celebrity in your marketing 91. Write a guest blog 92. Write a newspaper column 93. Start your own association 94. Spend extra time with your best clients 95. Use a professional photo for your marketing 96. Get a tag line 97. Implement a marketing plan 98. Use a marketing calendar to plan out each of your marketing activities 99. Do fun holiday marketing promotions 100. Become religiously fanatical about direct response marketing 101. Study marketing greats like David Ogilvy, Gary Halbert, Gary Benzivenga, Joe Karbo 102. Write out the copy of one of the best performing ads in long hand – 3 times to get the flow and rhythm of how to write great copy 103. Read Ogilvy on Advertising 104. Use Paypal to accept payments 105. Write newsletters for associations where you’re a member 106. Target and study other great networkers 107. Study the advertising your competition is using (and don’t copy it) 108. Use your email signature to communicate your value proposition and get opt-ins 109. Hold a client appreciation party 110. Get a professionally designed logo 111. Brainstorm different offers 112. Use direct mail to build relationships 113. Realize that email marketing is not free at all 114. Implement a marketing plan 115. Keep your language simple – avoid trying to sound fancy 116. Use take away selling 117. Use positive affirmations daily 118. Create scarcity with your services 119. Be known for one thing 120. Brainstorm all the ways you can quickly and inexpensively connect with prospective clients 121. Ask all your friends for referrals 122. Have a list of topics you can speak on at your fingertips 123. Dress better 124. Respect your clients' time and never take an incoming call when speaking/meeting with them 125. Use call to actions in all your marketing 126. Brainstorm a list of irresistible offers 127. Offer discounts for fast action or full payment 128. Use vision boards for the lifestyle you want 129. Create a team of peers to hold you accountable 130. Start your own mastermind group 131. Check local newspaper for groups that meet on regular basis (city business journal) 132. Create systems for your marketing so you know exactly what needs to happen and when 133. Follow up, Follow up, Follow up! 134. Speak slowly and clearly – don’t try and explain your value at break neck speed 135. Use hand written thank you cards 136. Brainstorm time each week for how you can add more value to your clients 137. Make an apples to artichokes comparison when it comes to your prices 138. Create packages and products out of what you already know 139. Focus on building relationships, not making the sale 140. Write in plain English as if you were having a friendly conversation with someone 141. Brainstorm a list of the 50 best headlines you could use 142. Be passionate about what you do 143. Give back – tithe a percentage of your earnings 144. Slay procrastination by having an action plan each day and sticking to it 145. Do the job you dread the most, the first thing in the day and get it over with 146. Be authentic – don’t ever sell out. 147. Care about the results your clients get 148. Create a survey and find out what your target market really wants, then give it to them 149. Mystery shop your competitors' businesses 150. Become clients of your competitors 151. Start becoming very aware of how other businesses (not in your industry) market themselves – this is where your best marketing ideas will come from 152. Use live stamps to send your direct mail (not bulk rate) 153. Create a memorable experience for your customers they’ll want to tell all their friends about 154. Choreograph everything about your business so nothing is left to chance. 155. Think positively but take immediate action. 156. Behave as if you are already the successful person you want to become 157. Use the “Theatre of the Mind” to practice your selling situations 158. Write a press release announcing new products, services, partnerships or awards 159. Create a video and send out to your list 160. Start tracking the numbers in your business – ruthlessly 161. Know how much a client is worth to you over 3 years 162. Know how much it costs you on average to get a client 163. Give awards to your clients 164. Use attention grabbing signs outside your place of business 165. Make it easy for people to find you – provide clear instructions and maps 166. Follow up with people who don’t show 167. Have a late and no show policy 168. Hold a contest 169. Buy the phone numbers of your competitors who have gone out of business 170. Use a vehicle wrap for your car 171. Sell to groups 172. Don’t advertise like your competition – you have to look and feel different to be different 173. Expect wonderful things to happen. Take massive simultaneous action.

Improve Your Marketing Message - 6 Easy Steps

Do you sometimes struggle to explain to people exactly what it is you do?  Maybe you offer a service that takes a little explaining. Or perhaps you get that awful tongue-tied feeling at a networking event when the room is hushed and all eyes are on you? Sometimes it’s not always obvious to people what the benefits of working with you are, or even who your target market is.  We’re crystal clear on the value we bring to the relationship– but often times our prospects are not.

To fix this problem, sometimes all that’s needed is a refinement of your marketing message.

Try these six easy ways to improve your marketing message and help networkers and prospects grasp your value more quickly.

1. No one cares about the labor pains or the process – just show them the baby!  What I mean by this is no one is interested in your methodology – they only care about the outcome.  Always keep in mind that as people are listening to you speak, they’re secretly thinking in the backs of their minds, “What’s in all this for me, and exactly how are you going to help me?”

2. Walk a mile in your prospect’s shoes and think about what the BIG problem is that’s making them lose sleep at night. What are their top 3 worries when they get out of bed in the morning? If they had a magic wand that would fix anything, what would it be?  What would they pay anything to get access to?

3. Make a list of the top 5 objections your prospects would likely have for NOT doing business with you.  You likely know this list off the top of your head without having to think very hard.  Now write down an answer to each of these objections, and work that into your marketing message.

4. Select a handful of great client testimonials and then sprinkle liberally in your marketing materials.  What someone else says about you is at least 5 times more compelling and persuasive as what you say about yourself. You can also casually drop these “examples” into conversations when talking with people to add more persuasive power.

5 .What would make YOU leap out of your chair and shout “YES!” Think how apprehensive you feel before you decide to invest your money in the services of a person who you’ve never worked with before.  We’ve all had bad experiences… but we’ve also had some amazing experiences too.  Think about a message you can deliver that would relieve any nervousness and get them feeling excited and confident in working with you?

6. Make your marketing materials stand out and grab readers by the eyeballs by using snappy headlines that demand to be read.  Think of your headline as the ad for your ad.  Use phrases that arouse curiosity or speak directly to the reader like “Discover how to…” or “Never before revealed secrets of….” Your headline has to immediately answer that same old question we talked about above - “What’s in it for me?”

As you begin to talk with colleagues and prospects, watch how they react to what you say. Do they ask similar questions?  Are they still confused about anything?  Get feedback from people you trust about what your marketing messages (ideally someone who is in your target market and not your beloved Mom, spouse or great Aunty Sue). Then apply what you learn as you create a new elevator speech, new marketing materials and new service offerings.  Remember, as your business grows, you’re going to keep refining your marketing message – this is perfectly normal and to be expected as you keep getting better and better at what you do!

How To Attract Clients By Leveraging Your Most Powerful Marketing Asset – YOU!

“Too often we underestimate the power of a touch, a smile, a kind word, a listening ear, an honest compliment, or the smallest act of caring, all of which have the potential to turn a life around.” – Leo Buscaglia As a small business owner, the temptation for many of us is to pretend that we’re bigger than we really are.  We live in a world where bigger is better – bigger houses, bigger cars, bigger bank accounts… so of course it makes sense for us to assume that people only want to do business with bigger companies – not the one person consulting firm, the solo freelance web designer or home-based business coach.  This is simply not true.  There is incredible power in being “an army of one,” and I’m going to encourage you to celebrate your business size, not hide it.

Here are two pieces of very valuable client attraction advice for you:

1)    Resist the urge to make yourself look bigger than you really are.  Bigger is NOT always better (in fact, nowadays in business, bigger is rarely better – the service gets worse, it gets harder and harder to speak to a real person at the end of the line, and we lose all sense of connection with the company we’re working with). At the end of the day people want to do business with people – REAL people, not some big faceless, impersonal company who makes them feel like just another number or another sales statistic.

2)    Don’t lose your own voice in your marketing.  Marketing is nothing more than a way of connecting with people.  Your voice, your authenticity, what YOU bring to the table to help your customers solve their problems isthemostvaluableassetyouhave.  Don’t be tempted to neuter the language down to sound like it’s being written from a larger business, from no person in particular, or from someone who’s not really you.

No one else does exactly what you do – the way that you do it.  Your own special uniqueness is what helps set you apart from everyone else out there.  Don’t hide this.  Bring it forth and shine a giant spotlight on it.  Shout it from the rooftops so that you will attract clients who mirror those same qualities and values as you and who will be an honor to work with.

This kind of marketing is what I call Personality Infused Marketing™  and it forms the basis of The Ultimate Marketing Homestudy Toolkit - Personality Infused Marketing™ is an immensely powerful way to connect with your audience, a more meaningful and authentic way to attract and serve your clients, and a happier, more stress free way to run your business.

Once you give yourself permission to be authentic with your marketing, you will be amazed at the difference it makes to your life and to the lives of the people you serve.

Marketing: How to Beat the Pricing Bugaboo

Pricing is a very sticky topic among just about every solo business owner I know. That’s because when we started our businesses, we had no idea what to charge, but we were told that there are market “norms” – amounts that people will, and won’t, pay for things.

So we take a peek at what our competition is charging – we charge the same, or most commonly, we charge less than the competition, to make our prices look competitive.

There are a couple of major flaws with this strategy…

First, if we let the market dictate the prices we charge and how we charge them – then we’re effectively letting other people set our income.

I once did some consulting work for a printing company that told me they couldn’t change their prices because there were industry guidelines that “set” their prices!  Huh?!

You’re the entrepreneur!

You’re the captain of your own ship!

One of the GREATEST things about working for ourselves is that we don’t have to play by anyone else’s rules.  There’s no boss breathing down our necks watching how long our lunch hour is, or deciding if we deserve a pay raise.

Now we get to make the rules including what we think the value of our services are. Lesson 1: don’t let anyone else tell you how you should “price” your services and determine your income.

Here’s the second problem. Most people only know one way to market their business – based on price.  Being the cheapest in your marketplace is a very dangerous, a very stressful and very unstable position for your business to be in.  Here’s why:

1)    Because someone more desperate and more hungry than you can ALWAYS undercut your prices.  Having a value proposition that you’re the cheapest has never worked long term for any business (perhaps with the exception of Wal-Mart, who has become the1000 pound gorilla of “cheapness”).  Cheapness is a recipe for disaster.

If you’ve marketed your business as being the lowest cost and suddenly your competitor gets behind on their mortgage payment, gets desperate and offers even lower prices – you’re in big trouble.  You’ve either got to keep undercutting your prices – working more for less – to maintain the integrity of your value proposition.  Or you have to find a better, different way of marketing your business fast!

2)    Secondly, people who shop at the bottom end of the market are the worst kinds of clients to have anyway.  They’re typically high maintenance, high drama, folk who don’t appreciate you or your value.  And they’re always trying to beat you down on price.  Let other people serve those clients – not you!

I was at Tractor Supply the other day and saw a landscaping truck with this slogan on the side – “We won’t be undersold.  We guarantee to beat anyone’s price.”

It was obvious to me that this guy had seen some big company (probably Wal-Mart) use this kind of marketing strategy.  And he probably thought it made great sense for him to do the same, without realizing the horrible trap he was falling into.  It’s not his fault – no one likely showed him how to market his business any better way.

Now here’s a really big secret.

Not everyone buys on price.

In fact not even the majority of people buy on price.

That’s why you can drive through the ghetto and see some of the biggest TVs you’ve ever laid eyes on.  It’s also why we have so many stores that aren’t the $2 store.

But here’s the rub.

In order to not get caught serving the bottom end of the market, you have to provide compelling reasons why your customers should never buy on price, and why your services are so much better. 

Because if you don’t do this, people will always default to deciding on price.   You need to convince them to do otherwise. We’re all hard wired that way.

This is not easy to do, which is why so many business owners struggle with their marketing.  And it’s why I spent almost a third of my Ultimate Marketing Toolkit on explaining how to create real value for your customers and get them to happily pay you more money, even at prices much higher than your competition.

Your success boils down to these two simple things: Having great marketing and creating real value for your customers.  When you have both these things working for you seamlessly in your business, then truly, the sky is the limit!

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

7 Easy Steps To Writing A Darn Good Sales Letter

You've gotta love the power of a great sales letter.  It's THE best leverage of your time and is like having your very own army-sized sales force, pounding the pavements for you, perfectly delivering your marketing message every time for less than a cup of coffee.  They never call in sick, never go on vacation, never ask for a pay raise and they'll work tirelessly around the clock for you 24/7, 365 days of the year. So here are 7 expert secrets to writing an extremely effective sales letter.

Secret #1  Create an attention driven headline that specifically speaks to your target market, arouses curiosity and answers the question in your prospects mind "what's in this for me?".  For example: "Using a Lawyer May Be Dangerous To Your Wealth" "For the Woman Who Looks Older Than She Is" "Former Hairdresser Earns $8000 a Month As A Real Estate Specialist" "How To Double Your Income in 60 Days Or Less"

Secret #2 Open your letter with a personalized salutation (the more PERSONAL you make your letter look and sound, the higher your response rate will be).  If you can't address it to the person directly (eg Dear John, or Dear Mrs McDonald), try using one of these salutations: Dear Friend Dear Neighbor Dear Fellow _______er <i.e. Golfer> Dear Colleague, Dear Reader Dear Frustrated Tax Payer Dear Valued Customer

Secret #3 Use a powerful "letter opener".  The first couple of sentences of your sales letter have to be really compelling to "hook" your prospects and get them to read the rest of the letter.  Consider these: Here’s you chance to... In looking over our records I noticed that you... Will do me a favor? Will you try this experiment? Here’s an amazing opportunity! I’m writing to.. Congratulations! Could you use an extra $500 a week? Frankly,I’m puzzled... I couldn’t wait to write to you.

Secret #4: Talk about Benefits, NOT just features in your sales copy.  Understanding the difference between benefits and features is critical for the success of your sales letter.  A feature is fact driven, a benefit is more of an emotional connection.  This difference is extremely important because people BUY ON EMOTION, THEN JUSTIFY WITH LOGIC!!!  For example a feature is this drill has 27 different drill speeds.  The benefit is that you can get your work done in half the time which means you get to spend more time relaxing on the couch, watching your favorite sport.

Secret #5 Use Subheadings, bold font, itallics, and underlining to create a "double readership path" Everyone reads sales letters differently.  Some people will read every word, others will skim read every paragraph, and still others will just read the headline, the opening paragraph and then maybe the PS at the end of the letter.  That's why you need to make sure the most persuasive and important messages in your sales letter are made to jump out at the reader and create a "double readership path"..

Secret #6 Make sure your sales letter contains an irresistible offer and a deadline to respond by (remember this offer should be bold, it should be different to anything your competition offers, and compelling enough to light your prospects' pants on fire).  Here are some examples of irresistible offers:

  1. FREE with absolutely no strings attached
  2. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  3. Free Shipping
  4. Hold your check
  5. Bonus overload – stacked bonuses
  6. Early bird bonus tied to a specific response date
  7. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  8. Mystery gift
  9. Easy pay options (monthly payments)
  10. The more you buy the more you save – tiered discount based on amount purchased

Secret # 6 Include a bold reverse risk guarantee.  This is a very powerful copywriting technique to make it easier for your prospects to say YES than no.  Here's an example:

"You’re fully protected by our iron-clad money-back guarantee: If you decide that your <name> membership and <publication> aren’t for you, just let us know at any time during your membership period. We’ll send you a prompt 100% refund – every penny you paid. That’s a full refund, not partial or pro-rated. All the issues and the bonuses are yours to keep – even if you cancel. Could any offer be fairer than that?"

Secret #7  Use a powerful close to make your prospects whip out their credit cards

The way you close your sales letter is very important - it will determine whether your prospect puts your sales letter down to "think about it" or is moved to tale immediate action.  Here are some great examples:

"The next move is up to you. I’ve shown you that the <name of your product> is as risk-free as an offer can come. You and I both know that if you’ve read this far in the letter, you’re seriously interested in improving your business and personal income. All that’s left to do now is take action and call the number below to place your order".

"You really can’t afford not to invest in this course! Don’t you think you owe it to yourself to move on this incredible opportunity?  So what are you waiting for? Drop the enclosed card in the mail today."

That's it!  Follow these 7 simple steps and your sales letter will be MILES ahead of anything your competition is using!!!!

 

How a Cow Shaped Rubber Band Sparked a Fashion Revolution and Made a Fortune

This month, while trawling for interesting information to share with you in Marketing Dynamite, I stumbled on an interesting article in Inc magazine called “How I Did It.” It was about a guy named Robert Croak who in 2006 started a national fashion frenzy by introducing colorful shaped rubber bands called Silly Bandz. At their peak in 2008, his little company was selling more than 1 million packs of Silly Bandz a week and people were driving to its offices from Alabama, Indiana, and Kentucky because his phone lines were jammed up with orders. In Inc, Croak talks about being so overwhelmed with shipments at one stage that the company ran an ad on Facebook saying:  “if anyone was looking for work, they’d hire them on the spot – with a line down the street, and a full warehouse, they started packing shipments on tables on the sidewalk.”  Croak goes on to say “Silly Bandz put me in a category of wealth that most people have never imagined, and everybody wants to look at me and say ‘that guy got lucky,’ when in reality it took me 20 years to get where I am today.”

I tell you this story because all too often we assume that an overnight success is just that – luck, when rarely luck has anything to do with it. It’s the culmination of invisible years of multiple failures, bulldog tenacity, sweat, massive risk, a steadfast goal and belief in yourself.

The $3.5 Million Dollar Violin and the Washington Subway

On a cold January morning in 2007 at L’Enfant Plaza subway station at exactly 7:51 am  - the height of rush hour - an ordinary looking man wearing a pair of jeans and a baseball cap nonchalantly took out his $3.5 million Stradivarius violin and started to play.  The man was Joshua Bell – one of the world’s finest violin players -  a man who regularly performs to sold out crowds at the world’s most prestigious venues. Unbeknownst to any of the commuters, Bell was taking part in an undercover study conducted by The Washington Post.

Bell started his subway concert performance with Bach’s Sonatas and Partitas for Unaccompanied Violin – one of the most challenging musical pieces ever composed for violin.  Over the next 43 minutes his concert continued – but this time not to the thunderous applause he was so accustomed to receiving.  In fact, of the 1097 who scurried past him that morning, hardly anyone stopped.  One man listened for a couple of minutes, a few kids stared, and one woman who recognized him gaped in utter disbelief.

Now the commuters may have been in too much of a hurry to listen to Bell, but clearly if there’d been news cameras there, or if a few more people had known this man was a virtuoso and huddled around him as an attentive mini-crowd, then at least a few more would have stopped to listen.

But think about how Joshua Bell appeared on the subway.  He was wearing jeans and a baseball cap.  No black tie and no stage for him to stand on.  To everyone passing by, Bell looked like an ordinary, run-of-the-mill street performer.  Even though Bell didn’t sound like a mediocre violinist, he sure looked like one.

Without realizing it – the DC commuters had made the assumption that because he looked like an ordinary street performer, and because he was playing in a subway station, his talent as a violinist was nothing to write home about.

You see, as much as many of us would like to believe differently, image really does matter.  Especially when it comes to business.  The way we dress, the car we drive, the companies we do business with, the places we vacation to, even the pen that we write with – can have an enormous impact about how our customers perceive us, which will ultimately dictate how much money we can charge and how big our paychecks are.  These so-called “little things” aren’t little at all.  They’re actually ginormous.  Remember, when it comes to business – it’s not how you perceive yourself that counts – it’s how your customers perceive you.

Have a great weekend!

Three Smart Questions to Find Out About Your Target Market

No matter what kind of marketing you’re doing – whether it’s a blog, a billboard, or a brochure…there are 3 CRITICAL areas that must be in alignment: there must be a market to message to media match. This is also referred to as a marketing triangle. If any one of these areas is out of alignment, it’s certain death for your marketing. The most critical is WHO is your target market. This must be the starting point for ALL your marketing, because if you get this wrong, then your marketing message will be seen by the wrong people no matter what media you select.

Here are 3 very smart questions to ask yourself about your target market. The objective of asking these questions is really to “get inside their head” in order to help you write powerful copy that’ll resonate with them.

Robert Collier says you need to write copy so that you are “continuing the conversation your prospect already has going on in their head.”

Here are 3 starter questions to ask yourself about your target market that’ll do just that:

1. What keeps them awake at night? – What has them sleepless, what’s really bugging them so bad they can’t sleep?

2. What are they scared of? – Everyone is afraid of something!

3. What are their top 3 daily frustrations? If you don’t know – get the list, talk to enough of them so you get consensus.

Once you have the answers, you need to relate them back to the product or service you sell (e.g. Is the government making you see red with yet another tax hike for small business owners? Come to my free seminar – The 7 secret strategies for small business owners to slash their tax bill legally …).

Who You Sell To Is More Important Than What You Sell

When most people decide to start a business, they figure out what they want to sell first, and then once they’ve developed the product, widget or service, they try and figure out who to sell it to. Actually this is backwards.

The best, most surefire way to success is to start with the WHO first, not the WHAT. Otherwise you may have gone to all the trouble of developing and investing in a new product or service which no one actually needs, or wants to buy.

To successfully sell a product you need a starving market. That’s why it always makes sense to identify the starving market first. You need to get to know them, figure out what problems they have that you can solve - and then go develop your product and service to specifically meet that need.

Note also that there is a big difference between a product we all know we need versus one we actually want to buy. It’s a much harder pitch to sell a product that’s needed instead of wanted. Obviously the sweet spot is a product that’s both needed and wanted.

For example, we know that we need to see our dentist at least once a year for a check up and cleaning. You’ll have to work a lot harder in your sales copy to get a prospect to schedule the appointment because it's a service they know they need, but don't necessarily want.

Compare this to an offer for professional teeth whitening that’s sent to a list of 30 and 40 something year olds who are single, smoke and drink coffee.

That’s a much easier sale to make.

In starting with the WHO first and not the WHAT, you'll be saving yourself a LOT of time, money and effort. You won't be investing in a product that you might think is the best thing since sliced bread, but your market doesn't!

How to use “Power Phrases” to effortlessly sell your prospects without sounding like a used car salesman.

Words are the most powerful weapons we have.  Your ability to write copy that connects, resonates and persuades your prospects to buy from you, will ultimately determine the size of your bank account. As Mark Twain says “The difference between the right word and almost the right word, is the difference between lightning and lightning bug”.

Now of course you can hire a copywriter to write your sales copy for you.  You may decide that’s the fastest path to get where you’re going.  Or you may decide to write it yourself. Either way I strongly urge you to study and learn how to write great copy.  It’s one of the 3 smartest investments you can make in your business.

In the meantime, here is a quick short cut or what I call “power phrases”.

Here are some examples of power phrases – these are ones to enhance your company’s image:

Who you buy from can be just as important as what you buy

We offer the most comprehensive _________ in the industry

We make life easier …

We offer practical, low cost solutions…

We’re familiar with every nuance of …..

Day after day we …..

Our total commitment to ….

We recognize the realities of ….

We don’t play games with …..

Despite what you may have heard ….

What’s our formula for success?

It’s our job to …

We offer the added advantage of ….

Here are some power phrases to justify a high price:

The ____ you receive will be worth many times the price

Treat yourself to a ______

Why pay $ ____ for a _____ when for a few dollars more you could have a ______

Allow yourself a little indulgence

Not as expensive as you think

A practical luxury

The Rolls Royce of _____

The Harvard of _________

Flagrantly expensive and worth every penny, ______ identifies you as ________

Here are some power phrases that convey security and peace of mind:

You’ll never have to take chances with …

Rest easy.

Never again will you have to …..

You won’t lose any more sleep over …..

Protects your valuable ……

Avoid embarrassing mistakes….

Gives you the assurance of …...

Incorporate some of these power phrases into your marketing and see what a difference it makes!

Direct Mail - Even Google's Doing It & Why You Should Be Too

I recently stumbled upon a blog posting made by HubSpot that made me very angry.  In case you haven't heard of HubSpot,  they're a relatively new comer to the digital marketing game and have carved out a pretty nice niche for themselves as the go-to folks for everything social media. Note their entire business is DIGITAL MARKETING.  Anyhow, this blog posting absolutely slammed direct mail as being a dying media - and they accused anyone of using direct mail in their marketing as being antiquated, not "hip" and very much behind the times. First of all that's total crap.  Way more businesses, small and large, acquire new customers using targeted direct mail than any other form of media.  I write more about the vital importance of using Direct Mail in this month's Marketing Dynamite newsletter - delivered incidentally by direct mail to my clients, future clients and colleagues in the marketing industry. (If you're not currently a subscriber, subscription is currently FREE - which I know is a bit ridiculous given the enormous value it delivers, and won't be for long - go to www.BlazingCopy.com to sign up).

In 2010, the federal government alone spent a total of $41,534,848 on Direct Mail Advertising.  Direct mail is a multi-billion dollar industry and growing.  And if you're not using targeted direct mail in your marketing, you're missing out on a mega-sized opportunity.

So, just in case you haven't figured out why Hub Spot is so anti-direct mail, I'll connect the dots.  It isn't their business.  They're 100% online marketers.  Instead of advising their clients on what actually works in marketing 9and finding a way to offer those services within their own company, even if it means doing (gasp) traditional marketing - they're sending their clients down a rabbit warren, giving them misguided advice, and costing their clients millions in lost revenue.

So - be very careful who you listen to....

How risk reversal can transform your business & beat your competition every.single.time

A mother was looking to buy a pony for her little girl.  She had done her homework and knew exactly what she wanted.  After a bit of searching the mother found 2 ponies that were virtually identical in size, age, temperament and training. All that differed between them was the asking price.

The first farmer wanted $500 for his pony. He told the mother all she needed to do was to write him a check for $500 and the pony would be delivered to her.

The second farmer wanted $1000 for his pony.  He wanted the little girl to have the pony right away but he didn't want any payment for it.

Instead the second farmer offered to deliver the pony to the little girl for a full month.  He'd bring all the pony's feed and supplements for that month, so it wouldn't cost the mother anything to "try out" the pony.  And he'd send his barn manager over to the little girl's house once a week to teach her how to groom, feed and care for her pony.  He told the mother that the pony was kind and gentle, but that the little girl should ride the pony every day, just to make sure they got along.  He also offered two free lessons with his wife (who happened to be a certified horse riding instructor).  All at absolutely zero cost.

If at the end of the 4 weeks, if the mother decided she wanted the pony, then the $1000 would be payable then.  And if she decided that she didn't, then the farmer would send out his barn manager to clean out her stall and pick up the pony. No questions asked, no mess left behind, no payment needed.

Which pony do you think the mother bought for her little girl?

Obviously there was no contest. And it will be no contest for you if you incorporate strong risk reversal in your business operation.  By completely eliminating the risk from the buying decision - you make it easier for your client to say "yes" instead of "no" and you eliminate the major barrier to them buying.

How?

You need to totally and completely guarantee the purchase for your client.  Think about what your clients want most from purchasing your product or service.  Then guarantee them that outcome, or they can have their money back.  If it's not practical to fully guarantee the entire purchase then guarantee whatever portion of the purchase is practical.

Take my guarantee for example.  I back all my services with my 100% Grin-Ear-To-Ear Happiness Guarantee.  If for any reason my clients aren't happy with any of my work - then I'll do whatever it takes to make them grin ear to ear - whether that means: completely reworking a campaign at my cost, refunding their money, or both.  No hard feelings.  Whatever it takes to make my clients happy, I'll do it.

And everyone wins.

My clients win because they get a truly amazing service or they can get every penny they paid back.  I'm motivated to work even harder to ensure my client is happy because of my guarantee.  And I win because I get a happy client who'll keep using my services and will spread the word.

Reverse the risk in your business and place this message up front and center in all your marketing.  Watch what a difference it makes.