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

internet copywriting

3 Power Productivity Tips To Achieve More In Less Time

“My life is one long obstacle course with me being the chief obstacle.”- Jack Parr

Practically every entrepreneur I know and work with gets presented with a lot of opportunity. Their bank account is not yet where they want it to be due to lack of opportunity.

It’s due to lack of time.

In business there are good strategies poorly executed, poor strategies well executed, but rarely is there a new revolutionary strategy. The same goes with managing your time. These strategies may well be familiar to you already. It’s just your execution of them that probably needs a little work.

Tip #1 Stop Answering Your Phone When It Rings.

How can you focus on the really important things in your business when every day you get bombarded with a tidal wave of distractions? Answering your phone anytime it rings is one of the biggest killers of productivity. It’s a sure fire way to derail the plans you had for the day as you now spend it fighting fires or helping others with tasks they’re likely more than capable of handling on their own.

Please, turn your phone off. Get your calls answered by your assistant. Train your clients to make appointments to talk to you so that you can ensure you’re always well prepared for their call (and not answering questions off the cuff). I have a client VIP list – anyone who calls my office on that list gets a call back usually the same day or a priority appointment set. Anyone not on that list gets a call back from my assistant to help them, or, if they qualify, an appointment to speak with me is set which may be in 2 or even 3 weeks time. Return your calls in a clump or schedule set times like I do. You’ll be amazed at how much you get done and how much more prepared and productive you’ll be to the people you do speak to.

Tip #2 Leverage Your “In-Between” Time

Stuck in traffic? CD’s and podcasts are arguably the greatest educational invention since the yellow highlighter. They let you easily and cheaply turn your car into a classroom or a seminar, listening to one of America’s experts discussing your subject of choice. Just about every notable self-improvement or marketing and business expert, author or speaker has a variety of material available in audio form. Information on practically every topic is now readily available for download – from fitness and learning a foreign language, to improving your memory and how to grow your business. You name it and likely an audio version is available for you to listen to during otherwise “wasted” time – when you’re stuck in airports, sitting in doctor waiting rooms, or taking road trips.

Tip #3 Delegate Or Outsource Everything That Isn’t The Highest And Best Use Of Your Time.

You know the things in your business that you’re best at. It’s likely the very thing you get paid the most by your clients to do.

In my case it’s designing growth strategies for clients, creating advertising campaigns and working with my team to create end to end marketing systems. Any task that doesn’t fall into this list I do my best to delegate, or even better outsource. My administrative tasks get done by my assistant. I have two people who do all my proof reading of my campaigns, books and articles (like this one). Through a lot of trial and error I have the most phenomenal graphic and web designers on my team.

I happen to love both graphic and web design but it’s not what I’m best at. Sure I could spend the hundreds and thousands of hours to learn how to do what they do – but why bother? I’ve found three of the most talented graphic and web designers on the planet. They take my strategy and copywriting and produce visual designs that are even better than I could have imagined.

It’s the same with my private clients. Most of them hire me to help with the marketing and growth of their business not because they couldn’t learn how to do it themselves (sure they could with the right materials and time commitment). It’s because they have better things to spend their time on – things they love to do and are outstanding at doing – like spending one on one time with clients, conducting seminars, speaking, motivating staff, securing funding, bringing on new strategic partners, etc.;

The bottom line is this: Protect your time for the precious commodity it is. Leverage your time by spending as much as you can doing only those things that you’re truly the best at doing. Let the rest go. Delegate it or outsource it to the best people you can find.

Piggybacking On Other Businesses: How To Make Co-Marketing Work For You

Client-Stampede-piggyback1
Client-Stampede-piggyback1

Here’s a great marketing strategy and a step-by-step guide on how to leverage OPC (Other People’s Customers) in your business. First of all, why co-market? Co-marketing is just a fancy schmancy term for working together with another business and doing some joint marketing.

There are many easy ways you can do this.

The first way is to structure a co-marketing arrangement in what I call the “double double relationship”. You create a marketing campaign that the other business sends out to their mailing list. And they do the same.

This is really just leveraging each other’s mailing list. For example, imagine you’re a financial advisor and you have a great buddy who’s an estate planning attorney. It’s very, very likely that some of his clients could use your services, and that some of your clients could do with an estate planning overhaul. Everyone wins.

Another way is the endorsed mailing – which is where you create a marketing campaign that the company you’re co-marketing with sends out, under their name (not yours). They basically say what a swell company you are and give them some reasons why they might want to do business with you. This kind of co-marketing arrangement is particularly powerful. You’re unknown to these people, yet suddenly your credibility leaps skyward because you’re getting an endorsement from someone they know and like.

One quick word of caution about the endorsed mailing – whatever you do, never ever endorse a company to your own list that you don’t know to be honest and great at what they do -- 1000%. If you have even a shred of doubt about their ability to take care of your customers – don’t do it. It will damage your own credibility and trust relationship with your clients, and will negatively impact your business and reputation.

The third way to do co-marketing is simply to approach a company and ask if you can “rent their list”. Why would you want to do such a thing? Well, if they have your ideal clients as their customers already – leveraging the list they’ve already spent tens or hundreds of thousands of dollars on is like leap frogging to the top of the class. Of course, you could invest the thousands of dollars and many years to develop your own list, OR you could push the easy button, shave years off your learning curve and simply “buy” new ideal clients.

Why Emotional Based Marketing Works

In my private consulting & copywriting practice, I come across a lot of people who sometimes confuse sales with marketing. They’re not the only ones. You see so-called experts get it wrong all the time: Marketing/Sales Workshop: "Sizzling Marketing Ideas to Close More Sales."

What these people are confusing is this:

Marketing is the art of getting warm, interested, live bodies sitting across the desk from you (or on the phone, or visiting your website), that you have never met before.

Sales is getting those same breathing individuals to buy from you!

I have been doing a lot of marketing research on the financial services industry recently.

So far, without exception, every one of those "marketing self help" books provides some great tips on how to better close a sale. The only glaring problem is they provide very little guidance on how to get people in front of you to close in the first place!

Why is this? For the simple reason that the industry leaders have no clue about how to market, so they focus all their energies on sales training help.

Let’s face it. Selling is a heck of a lot easier than marketing.

I'm willing to bet in your business, if I could plunk an interested warm body in front of you, that you’d do a pretty good job of getting them to try your services.

You and I both know you can sell. That’s not your problem.

Your problem is getting the people to sell to!

I’m going to let you in on a little marketing secret. The reason why most people find marketing hard, is because they use logic and “intellectual” reasons to get people to respond to them.

Instead of emotions and empathy.

Remember the people you’re marketing to have no idea who you are. They don’t know how you can help them and how immensely valuable your service is to them.

All they see is someone coming at them with another thing to sell.

But here’s the thing. If you don’t use emotion to get them interested, then they’ll never find out how invaluable you are, because you’ll never get the chance to enter into their lives.

Nobody buys anything based on logic. They make 100% of their decisions based on emotions, and then rationalize their decision afterwards!

That’s because at the end of the day, all that we humans are, is a giant sack of emotions. We’re an emotional species. We can’t separate our emotions from our thought processes. We all have very strong feelings about the decisions we make.

So why does just about every business do the exact opposite?

Because of all that marketing mis-information out there.

So how do you transform your marketing from appealing to their intellect, to their emotions?

By following these four critical rules for emotional based marketing:

  1. Getting to know your prospect’s mind, inside and out. Get in touch with what they’re thinking and feeling (which is not your product or service, I guarantee!).
  2. Talk about them in your marketing, not yourself and your company (this one is tricky because it really goes against the grain of conventional "marketing wisdom").
  3. You must first talk to them about their lives, desire, fears and wants. There will be time later to talk about what you offer. First, you have to get in the gate by making them curious and interested. The only way to do that is by taking the time to build curiosity, empathy and compassion.
  4. Not making the mistake of telling people what you think they need, instead of what they truly WANT!

Still not convinced about the power of emotional based marketing? Next time you go to make a decent sized purchase start being aware of your own thought processes.

Observe how it’s an emotional driver that makes you want to buy, but then notice how your logic kicks in afterwards, to justify the buying decision!