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

sales letters

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!

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.

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

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

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

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!!!!