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

marketing toolkit

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.

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!!!!

 

7 Tips To Writing Emails That Won’t Get Deleted

Most people scan their inbox with their finger hovering over the delete button.  Here are 7 easy tips to ensure your email actually gets read.

  1. Start with a compelling, curiosity arousing Subject Line Your subject line is THE most important part of your whole email.  Keep it short – I always recommend about 7-10 words max, try and include a benefit or arouse curiosity: e.g.  The One Simple Sales Mistake That’s Costing You Thousands Double your income? Use this marketing secret 3 Secret Tips To Recession Proof Your Business
  2. Personalize the email Most people write mass emails like, well mass emails – not personal communications written to an individual.  One of the biggest turn offs when opening an email is getting a broadcast message.  When writing your email – even if it is being sent to thousands, make sure it sounds like a friendly conversation you’d have with them over a cup of coffee.
  3. Avoid delete worthy words like “passion”, “thrilling”, “state of the art”, “leading edge”.  These words have been used to death and have become completely meaningless
  4. Make your email a compelling read.  I often get asked how long an email should be.  Simply it should be as long as it needs to tell your story or get your message out.  Anyone who tells you the shorter the better clearly doesn’t understand the power of good copy.   If someone is reading a good email, just like a good book they’ll be devouring every word and won’t be able to put it down.  The old sales adage “the more you tell the more you sell” is so true – but it’s gotta be interesting to read.
  5. Keep it simple.  Forget slick email templates and fancy headers.  Hands down the emails that pull the best response are the ones that look just like they’re composed as a personal email – from you to me.  Plain black font (no multi colors).  And don’t add more than one attachment.
  6. Talk about benefits not features.  A feature is our lamp contains 6 different dim settings.  The benefit is this: you won’t strain your eyes from harsh light enabling you to read for longer periods of time.
  7. Always include clear instructions for a call to action.  The simpler the better e.g. just click here to have our widget rush mailed to you, or call my personal cellphone directly and … etc.

 

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!