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

marketing campaigns

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 ...

What to do with your customers who’ve gone MIA

Guess the top 4 reasons customers don’t return to a business (hint: price isn’t one of them). #4 Bad service #3 Bad product #2 They found someone else

And #1 They FORGOT!

That’s right, the number 1 reason people don’t return to your business is because you just weren’t top of mind when it was time for them to purchase again.  Are you shocked that price doesn’t even feature in the top 4 reasons?  Most of us automatically think that if customers don’t return it must have been because we were too expensive, when actually it’s just because we didn’t do a great job with our marketing by reminding them that we’re here.  The great news is that it can be easily fixed!

Here are 2 key questions for you:

In your business how often do you want customers to buy from you again?

When do you consider a customer to be lost?

If you’re a real estate agent, you might want repeat business every 5 years.  If you own a grocery store it might be once every 7 days.  Figure this out and then set up a lost customer sequence to trigger as soon as they don’t return. The most effective is a 3-step sequential direct mail campaign that’s highly personalized. A very distant second is the same via email campaign (but anything is better than nothing).

Here’s the secret to getting them back: unless you specifically invite your lost customers to return to you, most won’t because they’re too embarrassed!  You need to warmly invite them back.  Remember that a customer who’s already done business with you is at least 5 times easier for you to sell to than a new customer.  So make every customer count! Woo the lost sheep back with an irresistible offer and a deadline. Make them feel they’ve been greatly missed and welcome them back to the fold with open arms! If they don’t respond to the first campaign, schedule another in 3 months with a different offer!

Your DIRECT RESPONSE “MUST HAVE” Laundry Checklist For ALL Your Marketing

In the last post I discussed the vital importance of scrapping traditional/brand based advertising for your business.  Instead, I talked about the importance of shifting all your marketing and advertising to direct response marketing. What’s direct response marketing again?

In its simplest form, direct response marketing is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately.  Direct response marketing directly sells a product or service by containing an irresistible offer – it doesn’t just talk about what you sell with no reason to take action now.

Using direct response marketing, you can tell within a day or a week of running an ad exactly how effective it was. You can tweak successful ads to try and make them more successful, and scrap the dud ads that aren’t pulling a response. No more guesswork. This way, every one of your marketing dollars can be ruthlessly tracked and held accountable.

For examples of direct response marketing think of home shopping channels like QVC, or catalog marketers like J Peterman, and Cabela’s.  It doesn’t matter what kind of business you’re in – whether you offer legal services or sell tires for a living – direct response marketing WILL work for your business.  In fact it’s the missing ingredient required for a major marketing break through.

As promised in the last post, here are the essential ingredients you must include in your marketing to ensure it’s a direct response advert, not a brand/traditional advert:

An irresistible offer or offers

  1. A deadline for response
  2. Clear instructions on what they need to do to respond (e.g. To place your order call our customer service department at xxx-xxx-xxxx or fax your order to...etc.)
  3. A bold guarantee that reverses the risk for your prospects
  4. Strong sales copy that talks about benefits, not features (e.g. Feature: This drill has 21 different speeds.  Benefit: You can get your work done in half the time)
  5. Testimonials from customers that overcome your prospect’s main objections
  6. Follow up.  Don’t just mail one piece or send out one letter – use ideally a three-step follow up process

I go into more detail about each of these steps in the Client Stampede Ultimate Home Study Kit and show you exactly how to apply these to your business, including done-for-you templates that you can “swipe and deploy” to use in your own business.

The information contained in this blog post is pure gold!  Many, many fortunes have been made based on applying just these 7 principals! These principals will work for you too!

Print out this blog post and pin it to the wall so you can refer to this information often!

Why Doing Brand Advertising/Traditional Advertising is Certain Death for Small Business Owners

One of the biggest mistakes a small business can make in their marketing is to copy the way big businesses advertise. I remember when I started my first business at 17 – the part I was most excited about was coming up with the logo, the tagline and the “brand” of my business, thinking that was what was going to get me sales.

I figured that if I built enough brand awareness in my market then people would be persuaded to purchase my products when they were ready to buy.   After all, that’s how Nike, Coca Cola, Farmers Insurance, and Wal-Mart advertised…

There was just one small problem with my grand plan.  The difference between these big guys and my small business was…a couple of (hundred) million dollars in advertising budget!

In my experience, copying big business brand advertising is the #1 reason so many small businesses end up going belly up.  Not only do small businesses not have the marketing budget to build brand, but the marketing agenda of a small business owner is far different than that of a big business owner.

Here’s the marketing & advertising agenda that most big businesses follow:

  1. Appease the Board of Directors
  2. Look good to Wall Street
  3. Look good in the media
  4. Build brand
  5. Intimidate the competition
  6. Win some advertising awards
  7. Sell something

As a small business, your marketing and advertising agenda is much more simple:

  1. Sell something.  NOW.

The whole point of spending money on marketing is to make money.  Ideally for every dollar you spend on your marketing you want at least two dollars back.

If you do brand advertising you have no way to measure if your advertising is effective.  You hope it’s effective, you pray it’ll bring you sales, but ultimately, it’s a wild stab in the dark because you really don’t know which advertising is really bringing in customers.

Using guesswork for your marketing is no way to run a business.

You need to scrap brand advertising (I also call it traditional advertising) for good.  Instead you need to get your business on a strict diet of direct response advertising.  

Building brand should be a nice by-product of making sales – it should never be the objective of your marketing.  Making sales is.

What is direct response advertising?

In its simplest form, direct response advertising is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately so you can tell within a day or a week of running an ad exactly how effective it was.  You can then tweak successful ads to try and make them more successful and scrap the dud ads that aren’t pulling a response. No more guesswork.

The best book I’ve found on direct response advertising is: No BS Direct Marketing by Dan Kennedy.  I highly recommend you grab a copy and immerse yourself in it.  It’s an easy and entertaining read and will be worth many, many thousands of dollars to your business.

So how can you shift from traditional, brand based advertising to direct response advertising?  

At the very minimum, include an irresistible offer to your prospects, impose a deadline for them to respond, and tell them clearly how to respond (e.g. To order your copy just call us at xxx-xxx-xxxx).  Make sure NO advertising leaves your office without containing these three essential ingredients.

In the next post I’ll be giving you a laundry “checklist” of the other essential ingredients your direct response marketing must contain for maximum effectiveness. But by adding an irresistible offer, a deadline, and clear instructions on how to respond to all of your marketing – you’ll be off to a great start!

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 …).

Stop Guessing. Start Tracking...

your marketing that is... :) Remember that the ONLY reason you spend money in your business, is to make more money.

How do you know what's actually working to bring you new customers or bring back old ones, unless you ruthlessly track the marketing results of every dollar you spend.

Sounds hard but it isn't.  Here's how you do it.

For every piece of advertising you put out there - you include an offer that is unique for every ad.  So if you're running a half page display ad in the local newspaper, for example, you include at the bottom an irresistible offer (of course with a deadline imposed) but that contains a unique call to action.  So the simplest would be a unique coupon code redeemable at your business or website, or a specific webpage to visit where they enter their details.  Easy, trackable and you get the added bonus of capturing their contact details to add to your mailing list.

But if your business doesn't fit this model - the dead easiest way to track your advertising is have them call a number to place their order and ask for a person of a fictitious name (eg To order call now and ask for Marlene).  If you have 10 different ads running at the same time, you use 10 different names to find which ads are driving in the most business.  Obviously the person at the other end of the phone in your business is already fully briefed on your tracking strategy so when a call for Marlene comes through, she pretends to be Marlene and keeps a record of the call.

Tracking should apply to every little piece of advertising you put out in the marketplace.  You will be amazed at what the results are.  Often they are the exact opposite of what you'd expect.  Once you find a winning advertisement, keep it as your control piece and make minor tweaks to it (one tweak at a time otherwise you won't know what worked!) to see if you can bump the response rate and beat the control.

Happy tracking!