How to keep your marketing from destroying your business.

“Either you repeat the same conventional doctrines everybody is saying, or else you say something true, and it will sound like it’s from Neptune.” — Noam Chomsky

Dear Reader,

There is no doubt about what passes for conventional marketing and advertising, and what passes for truthful and attention getting marketing.

It’s usually the truth of the underlying promise being made.

You see, there are thousands upon thousands of businesses vying for the attention of a limited amount of customers, and most of them are just repeating the same thing over and over. Just like their competition.

But how are you going to differentiate yourself from the crowd by being “just like everyone else?”

Truth is: you aren’t.

And if you’re still using some local marketing company, and even worse, letting the local newspaper or TV station decide what your ads will say… then, my friend, you have already lost.

How using a little outrageousness
can go a long way to standing out
in a very crowded marketplace.

Not long ago, I was at an impasse as to whether I should use online marketing for my business or go to the long-standing, tried and true, direct mail option.

Online, everyone and their sister is a marketer with something you just gotta have.

From penis pills to weight loss miracles, from all the ways to make your ideal life “manifest”, to finding the perfect match, we have the cure for YOU!

Offline, with direct mail, the art of communication is strong if you know how to connect with your market.

If you do it wrong, the costs will get you. And you have to be more specific about who you market to, and how you “talk” to your customers.

Of course, there is nothing to say you can’t use both online and offline marketing.

It’s just that, getting a personalized letter from a soon to be trusted source, allows you, the astute marketer to offer more attention and understanding. Your prospects will come to see you as the one who takes the time to communicate with them in a personal way.

Not just the guy who sends out a cheap email that anyone can send with close to no cost at all.

How being the “junk mail” king or queen
is the ticket to business profits that are predictable,
reliable, and easily repeated month after month, year after year!

You might be saying, “Dude, this is going to cost way too much money.”

And, if not done properly, yes, it will be throwing good after bad.

But with a system designed to weed out the good from the bad, a testing program to find out what works in record time, and an ongoing plan to keep the profits coming in, you can’t go wrong with direct mail.

(This is not your local print shops idea of direct mail marketing. It’s based on what has been working for more than 100 years. Proven, repeatable and scale-able.)

And no, it isn’t more expensive than the local shops or mass media outlet.

Not if worked efficiently.

You see, you won’t be throwing good money after bad, never knowing if what you are doing is working. But you will be able to see where every dollar has gone and what results, if any, it has provided.

And if you aren’t getting the results you had hoped for? The numbers will tell you what to do to make it better. More profitable. And in essence, more efficient.

This is the key to what the top direct marketers do to pull in millions of dollars every year, year in year out.

I can hear you right now. “That can work for my company. We’re not like them.”

To which I would respond, “You may not be selling the same product or service, but you are selling it to the same people. The same human nature that hasn’t changed in more than 10,000 years. And doesn’t show any signs of changing in my, or your lifetime.”

So, you have to ask yourself… do you want an endless supply of new customers, to keep your past customers coming back, and do you want to understand why they come to you?

Then, get started with direct mail marketing and you will have all your answers.

(Also, there is no better way of testing a new product or idea than to run a test mailing. The cost is minimal compared to investing in storefronts, inventory, and big marketing campaigns that will drain you before you make your first sale.)

Ask me how. It’s what I specialize in. Direct Mail Marketing.

Talk to you soon.

Andrew

 

Hit Them Hard With the Offer And, Tell Them What They Have to Do to Get It!

Dear Reader,

According to Robert C. Hacker in “Direct Marketing Doesn’t Have to Make Sense, It Just Has To MAKE MONEY”, you’ve got 12 to 20 seconds to win over your prospects heart.

And that may be an exaggeration. (I’ve read many places it could be as little as 5-seconds.)

You see, Robert says there are a few things you need to know about your prospect before you decide to start your next marketing campaign.

He lists 3 things straight out:

  1. They don’t care about you.
  2. They don’t care about your company.
  3. They don’t care about your products and services or anything you want to sell them.

Whether this is true or not doesn’t matter.

What matters is: You have to make the safe assumption to begin to craft your message. And to set your plans for attracting new customers.

Without these considerations, you will make a lot of poor assumptions about who your prospect is. And starting with a bad premise is a sure road to disaster.

The premise goes like this: Those who are interested in your product, will read your stuff no matter how bad it is. And those who don’t give a toss, will only read it if you make it hard hitting and peak their interest from the get-go.

The way you attract marginal buyers is to appeal to their self-interest. Remember, they don’t care about you, only what you can do for them.

So… you have to hit them hard with the offer and tell them what they have to do to get it.

The offer and how to get it must be the first and the last thing they see when reading or hearing about your product or service.

Hacker takes this advice further when he says: If you’re not going to make a hard-hitting offer, save your money.

Why is this?

Because, of all the Marketing methods available to you, direct is the only one that’s measurable. If you can’t use an offer, move your budget into advertising or public relations where the lack of tactful, (if any) measurement can hide bad performance.

But beware: if you do this, you WILL be throwing good money after bad.

And that is a sure “road to disaster” for you and your business.

It’s a definite set-up for failure.

You see, direct marketing is the easy cure for a small to medium size business that is willing to run the numbers. (Of course, it will work in any size business, but that’s another story for another day.)

If it’s the numbers that are confusing, I’ll cover some simple equations in my next post.

Until then, if you’re in need of a great second opinion on your marketing, contact me today for your FREE 30-minute, no hassle consultation.

If after the call you decide this isn’t right for you… you don’t have to hire me.

Simple, straight-forward, to the point.

Let’s not waste any more time.

Sincerely,

Andrew Jensen
Copywriter/Direct Marketing Consultant

 

 

 

 

Mad Max the World Series and the “End Of The World” as we know it.

Dear Reader,

Well, last night was the end of the longest losing streak in MLB history.

The Chicago Cubs finally won another World Series and now, hopefully, the curse has been lifted.

108 years and not a pennant to their name. But that has all changed.

But, you may ask, does this mean The End Of The World As We Know It has arrived?
(TEOTWAWKI)

Well, who knows? Not me for sure.

But one thing I can tell you: If your business hasn’t had a winner in what may seem like 108 years, then you may feel that the end of the world is nigh.

The Secret To Generating Life Altering Marketing
Without Ending the World

Gary Halbert, world famous copywriter and all around marketing genius, was know for saying, “There’s no problem in business that can’t be solved with the use of a great sales letter.” Or something to that effect.

(Maybe he said it was about solving all problems in life. Hmmm…)

Now, if you’ve been stuck on hold for longer than you care to admit, a strong and direct sales letter or marketing package may be your ticket to ending your losing streak.

Sometimes, when I’m stuck for a good idea, I ask myself, “What would Max do if his survival depended on his next move.”

This is what copywriter John Carlton calls, “Gun to the head writing.”

Getting that one good idea usually starts with a lot of bad ones, and then you whittle them down until you find something that works.

Breaking a losing streak is not easy, nor simple. But it is a process and that process involves getting to work.

But just getting to work won’t always fix what ain’t working.

What I do is, help you out of your slump.

How the Chicago Cubs Went from 1908
to now, without a single pennant.

You don’t have to wait 108 years for your next big win. You just have to do what the Chicago Cubs did this year.

“And, what was that,” you ask?

Make a decision to break your old habits.

Ha-ha, easier said than done, right?

It may be as simple as getting a second opinion, from an unbiased outside source. Someone who can introduce a new set of beliefs about who you are and what you are to your prospects and customers.

Over the years, as a Type 1 Diabetic, in order to maintain normal blood sugar levels, I’ve gotten into ruts with my diet. Eating the same food day-in, day-out. Eventually it gets really, really boring. But my fears of getting off my diet keep me from making changes.

So, what do I do?

I make a definite decision to try something different and work it into my insulin and eating plan.

Then, when the inevitable happens and my blood sugar numbers get a bit wonky, I make small changes until I figure out the new formula.

This method can work just as well for your business. It’s been known to do wonders for any company that uses Direct Response Marketing.

In fact, it is the way of all progress in life and business. Small, incremental, measured changes over time.

Of course, you have to keep track of your progress. But you already knew that, right?

And if you’re not keeping track? That’s a post for another day. We’ll focus on that in my next post.

Right now, you may need a change in your perspective.

That’s my specialty.

New perspective, new customers, new prospects. And when it’s fine tuned, bigger winners and bigger paydays.

Here’s to you finding your World Series big win. Sooner rather than later.

What do you think?

Regards,

Andrew

P.S. If you’re looking for a second opinion or maybe a fresh set-of-eyes, then contact me through my email or better yet, call me right now for your FREE no-obligation 30 minute consultation. I look forward to helping you solve your marketing “losing streak.”

How to Become the Recognized Expert In Your Local Market in 90 Days or Less

Dear Reader,

If you’re struggling to get traction in your local market, then what you’re about to read could be the best thing you read this year.

Here’s the Story:

The time it takes to make your business go from meeting the bottom line to skyrocketing beyond that line, is the same as the difference between working in your business and working ON your business.

Let me explain…

Your business is exceptional to you. I’d guess you hope it is to your prospects, customers and clients as well.

But as you may well know, no one cares more about your business than you do.

One of the best ways to be first on the list of any prospect, customer or client is to be the recognized expert in your field.

But how do you become this expert?

If you take the time to look around I think you’ll find by writing a book, creating an information product or becoming the sought after speaker on your business, you’ll also become known as THE Expert in your field.

In other words: Become the Recognized Expert.

Sounds simple enough, right?

Why Your Not Getting the Attention
You Crave to Be Wildly Successful

The real secret to pushing yourself to untold of heights and reaping the rewards is…

Simply work harder and smarter than your competition to make sure your marketing has a multitude of marketing channels.

How many ways of getting leads and prospects do you have?

One, two, 78?

What media do you use?

I recently listened to successful business owner talk about how he dominates his market for carpet cleaning. I’ll call him “Bill”. Do you know how many marketing channels he’s created?

87 and counting. And he does it using Direct Response Marketing.

Now, I can hear you already, “87? How can I find the time to create 87 sources for leads and conversions. I don’t have enough time for what I do now!”

Well, Rome wasn’t built in a day, was it?

“Bill,” (I can’t name him because he hasn’t given me permission, he most likely doesn’t even know me) started with just one source, but found it wasn’t enough. Slowly he added one at a time. Gradually creating marketing channels no one else had taken advantage of.

“Bill’s” now at the point where all he does is minor maintenance and the system takes care of the rest.

Automation of the System
Has Allowed “Bill” To Spend
More Time With His Family

He still has to go into the office each day for a few hours. In fact, that’s all he does. And of course attend his employees.

But you see, if he was working in his business, as well as doing the marketing, there would be no time for sleep… or his family… or anything else.

Do you see where I’m going with this? Yes? Good.

But just in case, I’ll explain in as few words as I can.

Put Your Business On Autopilot
and Let Your Employees Do the Busy Work

When things were first starting out, “Bill” would work in his business doing most of the grunt work because his thinking went, “if I don’t do it, it won’t get done.”

But he soon figured out his methods were were taking too much of his time.

And that just wouldn’t do.

So, he invested in his education.  Specifically, he invested in marketing knowledge that showed him how to market smarter and become the “expert”. A sort of organic way of becoming.

Now, he has time for his family, friends and more.

And he dominates his local market. Everything is done with the system.

And he is considered the “Recognized Expert” in his market. Top of the list when anyone needs carpet cleaning.

His competition doesn’t know what hit them. Most won’t make the effort so they’re left chasing Bill and settling for his leftovers.

What Would You Do
If You Could Be
The “Recognized Expert” In Your Field?

You’d probably be making more money, have more time for the things you enjoy and have better nights sleep. And if you took it up a notch? Then… the skies the limit.

By following the example of “Bill”, any business can become known as The Expert in their field withing 90-days or less.

How many channels are you using today?

What are you going to do about it?

Regards,

Andrew Jensen
EarlyRiserCopy.com

I only asked him what his ROI was on his marketing… but his answer…

…was just one long-blank-stare… followed by some mumbling… and the real answer…

“How much is what?”
He wasn’t exactly sure what I was talking about.
Turns out… he wasn’t the only one.

Here’s the whole story:

“The other day, I asked one of the sales associates what his ROI is on his personal marketing. He looked at me, hesitated, gave me a blank stare and said, “Is there supposed to be one?”

Well… I almost lost my lunch.

What’s the point of marketing, if you don’t know the ROI, or at very least the projected ROI? (And maybe keeping track would be a good idea too. Right?)

If you don’t have any Return On Investment on your marketing, then what is the point?

This guy thought his personal marketing should just get him attention, not make him money. Or maybe get him a “like” or something.

Wha-wha-what?!

Listen: What is the purpose of your marketing? What is your stated goal?

Is it to get attention so your prospects will like you, or do you think the purpose of marketing is to make money by offering your targeted audience a way to get what you are offering?

I prefer the latter to the former.

Really, if you’re going to spend money on marketing your service or product, what is the hoped for end result. Do you have any idea?

Direct Response Marketing is about
getting attention and making the sale. NOW!

There seems to be a lot of confusion out there when it comes to building your business.

And, there seems to be a lot of confusion about just what it is that gets customers and brings them to you.

I know I’ve said this before, but this is not rocket science. But it is “scientific”.

The methodology for marketing is scientific in method, but the message is to appeal to your targeted customers or clients, deepest desires.

It’s about what they want, not necessarily about what they need.

As the old saying goes, “You see, you seem to confusing needin’ with wantin'”

Market to wants and desires,
Needs come later.

If you’re message hits on the desires of your audience, your results will skyrocket.

If it’s all about you and how “great” you are, or “Number 1” or even how many years in business, you’re going to end up with a big yawn and the often thought but rarely said, “Next!”

What you’re customers or clients want to know is: What’s in it for me?

Always has been, and most likely, always will be.

So when you’re crafting your message, you must focus on the customer or client and how you’re  product will help them. How it will make them feel, satisfy and bring ease to their life.

This is the secret of great marketing and advertising.

Make the message all about the customer and you will see your responses come-in like a fast tide.

This is the essence of “world-class-marketing.”

Learning about your targeted audience and creating laser-focused sales messages that tickle their desire-bones.

If you’re looking for response-driven marketing, then contact me today.

A good copywriter can put the message in over-drive. It’s all about doing the proper research and then sitting and doing the work.

A great copywriter will provide you with a sales letter that will change the course of your business.

One other thing, if you’re having even the slightest doubt about your marketing materials, sometimes all you need is a fresh set of eyes to take a look and bring a new perspective.

Other times you need a wrecking crew to tear down what isn’t working and start from scratch.

I specialize in all the above: fresh eyes, new perspective and official wrecking crew to the confused and befuddled marketer.

Contact me today at this link here.

I look forward to getting to know you and learning how I can help you increase your bottom line and your ROI.

Regards,

Andrew Jensen
earlyrisercopy.com

Why do consumers buy? And, more importantly, why do they buy from you?

Dear Reader,

Your customers are your life blood. Without them you would have no reason for being.

But why are they your customers and clients and not someone else’s? 

If you don’t know the reason why, it may be about time to find out. And it isn’t difficult to do. 

There are a number of ways you can find out about your customers and clients. Many are available online and some are the result of direct fact-to-face contact.

The big thing is to know why so you can find ways to more completely provide of thier needs and in return… increase your bottom line.

Because, that’s why your in business, isn’t it? To meet your customers and clients needs and make money. 

Here’s what I’m talking about…

The Key To Increasing Your Customers Buying 

Let’s say you have been having a very good year and things have been going swimmingly. 

Then, it seems out-of-the-blue, your revenue takes a nose-dive.

You’ve been doing things the way you always do but for some reason, not yet known, your sales have slacked off and you have to scramble. 

What do you do first?

Do more advertising? Send another mailing to your best clients? Call in a friends favor? (Hey Vinnie, ya’ gotta’ help me!)

Best thing to do: Ask your current customers and clients how you are doing for them and see what they say.  Do it through an online survey or better yet, call them up and ask them how things are. Ask them straight, no beating around the bush.

9 times out of 10 you’re going to find out they just lost interest. Or maybe they found someone who seems to “care” more for them and their needs. 

You see, customers are a fickle lot. They, as well as you and I, are always on the lookout for the next best thing or for more attention in the things they want.

This is no time to be lazy about your marketing.

And what do you do with the answers you get?

Write them all down, sort them out, and write yourself a letter to all current customers and explain yourself. Tell them what is going on and how it is going to help them.

Go into detail about how you are going to increase the service, product quality, speed of doing business, efficiency, etc…. and then make good on the promise.

It doesn’t hurt also to send them something as a token of your appreciation for doing business with you all these months, or years. Make it heartfelt, too. 

As a business owner, you can’t afford to be mixed up with the crowd. You have to be different in how you interact with your chosen customers. 

Don’t be just another face in the crowd. Too many of them already. 

So, what is it that makes your business stand out from the rest? 

If you’re having trouble finding that certain something that makes you appear different, then what you’re reading right now could be the best thing you read all year. 

Contact me today and let’s have a conversation about your business. 

I specialize in finding your USP and helping you to use it to attract and keep more customers and clients, longer.

Call me at: 702-566-1799 or use the contact form you can find here.  

Tell me a bit about yourself and your business and what you need from me. I’ll respond asap and we can get started. 

If you love what you do as much as I do, then call today and we’ll get started.

Regards,

Andrew
Earlyrisercopy.com

P.S. Tomorrow I’ll be posting on the importance of your list and how it affects your bottom line. Don’t miss it.  

 

 

Who’s your competition and what do you know about them?

Dear Reader,

Do you know who your competition is?

Or are you delusional and think you have none?

Because, if you don’t know who your competition is, then you can be sure you don’t know what you don’t know.

In the hierarchy of life and business, there are 4 levels of learning what you know and this applies to learning about your competition as well:

A. Unconscious Incompetence. (You don’t know what you don’t know.)
B. Conscious Incompetence. (You know what you don’t know.)
C. Conscious Competence. (You know what you’re doing but you have to think about every step.)
D. Unconscious Competence. (You know what you’re doing and don’t have to think about it.)

If you believe you don’t have any competition, then either you are unique in your business, or you’re in the Unconscious Incompetence phase of learning your unique place in your business world.

The thing needed here, for you, is to find out, like, right now, who those other competitors are.

And the best way to do that is look around. On-line, in trade journals, at local and national conventions for your profession or trade.

They are out there and the sooner you become Conscious Incompetence, the sooner you’ll be able to get to Conscious Competence and then on to the most powerful of all, Unconscious Competence.

The final phase is filled with the magic of business.|

Only 4 of those things are:

  1.  Systematized ways of attracting and keeping customers.
    2.  Automatic methods for setting up your USP. (Unique Selling Proposition)
    3.  Clever designs used to make more sales and produce profitable leads.
    4.  Processes for getting referrals on Auto-Pilot. (Your customers will feel an obligation to refer.)

This and a whole lot more comes from finding your place and exploiting it to the maximum.

Without knowing your place in your part of the business/services world, you will be just another “also-ran” and have nothing to differentiate you from the pack.

The best way I know of to do this, given a limited budget and the need for efficiency and accountability, is direct response marketing.

Why you need to think about direct response marketing to
set yourself apart from the “also rans.”

Direct Response marketing is known among the most successful marketers,  to be the most cost effective and trackable. Hence, most manageable, way to set yourself up as the “go to” business for whatever it is you produce or provide.

No other form of marketing provides the cost efficiency or will give you the trackable and quantifiable results at such a pre-determined price.

If you’re a small to medium sized business owner and you’re not using direct response marketing, then you’re most likely throwing good money after bad in your quest to ramp up your business.

The good news is: It doesn’t have to be this way.

You can use these techniques for any business. It’s been shown pretty much any product or service can be marketed using direct response marketing. And if you can show me one that can’t, I’ll bet you I can find a way to do it. And save you money and time in the process.

The reason being: it’s a process, not magic. Although it has been thought of as magic given the great results it can deliver to you and your own business.

Reach out to me and let’s start a conversation about your business needs and how I may be able to help you.

Call me today at: 1-702-566-1799

If I don’t answer right away, leave me a detailed message and the best time to call.

I will respond ASAP so we can get started.

Regards,

Andrew Jensen
EarlyRiserCopy.com

Where to Find Your Next Marketing or Advertising Idea.

Dear Reader,

I don’t know about you, but when it comes to ideas and how you develop them, it’s really a mystery confined to each individual. 

Take my home office which is usually a clutter-y mess. Books piled on books, newsletters and magazines clumped together in an ordered-disordered mish-mash.  All of which my wife reminds me is not nice to look at so she would rather I keep my door closed. 

I happen to find it very comfortable. My way of bringing organized-chaos to my creativity.

But there is a “method to the madness” as an old, now deceased, saxophone-wizard and close friend of mine used to say. We played in a progressive jazz-band together for a number of years and I count him as one of my inspirational muses. A story for another time. 

Anyway…

Creativity is an individual pursuit wrapped up in the
sometimes random acquiring of ideas, many mixed together with other ideas.

And how each of us finds them is known only to us and the
universe.

Whether it be a picture on the wall that brings back a memory or a story you read linked to your latest campaign, it’s all good when used to advance your marketing and selling process. 

How do you know if it’s a good idea? 

Thinking Man.[Thinking Man?]

But how do you know if it’s a good idea worth using? 

 

Read More

Why one and done is a sure way to fail at your marketing.

Dear Reader,

When marketing your business to new or existing clients, sending only one mailing or email out for a campaign is a sure way to waste your marketing dollars.

Here’s why: When you market your service or product, one of the 2 parts of the marketing time-line should be “frequency.”

As in Dan Kennedy’s recommendation of persistence of correspondence:

 

Read More

A view from “The Eye” of London

I want to start this post with a beautiful picture I took while in London a year and a half ago. 

It was that hot summer when it didn’t rain, (surprise, surprise) and we had nothing but sun. 

We (the family and I) had been walking around London and decided to take a ride on “The Eye.”

As it turns out, ” a good time was had by all” since the “Eye” is fully air-conditioned.


The Shard as viewed from “The Eye”. 

My family and I walked and walked and eventually returned to our hotel near Regents Park. The Langum is a fine hotel located on Regents Street just down the road from Regents Park.

One of the best, so I’m told. It was nothing to sneez at
and the room was finely detailed in the “high class”
London style.

I would recommend it to anyone who is looking
for something special while in London. 

Regards,

Andrew

P.S. This post is a test for me. I wanted to see how to insert pictures and hopefully word wrap around them.

Me thinks more work is needed.