What keeps your customers awake at night?

Dear Reader,

Mark was a good father and had a good job.

He brought home the bacon. So to speak.

But his nights were filled with worry and sleeplessness. He tossed and turned but it seemed he was destined to be a sleepy-headed insomniac.

As it turns out, his life was perfect in every way but one: His fear of the future.

What would happen to his family if something happened to him? Would they be able to cope? Had he made the right choices about insurance? Schools for his children? A safe enough car for his wife to transport her and the kids? Did they eat right and stay free of illness?

Even though he thought he knew what was going on, did he really?

The Key to Keeping, and Getting
More Customers Is Learning Just What
Keeps Them Awake At Night.

You see, if you take the time to see your customers as people just like you, full of fears, desires and wants, you’ll begin to know exactly how to satisfy their needs.

As described above, Mark was in need of some reassurance about his choices.

Imagine Mark receives a personalized letter in the mail, addressed to him.

He opens that letter and immediately reads a headline that goes to the core of exactly what’s bothering him. And offers a cure to his worries.

Do you think he will continue to read? Will he stay with that letter to find the answer he is searching for?

He will if you’ve spent the time getting to know Mark and his personal situation.

And you’ll be even more sure to have him as your next customer when you convince him that you can solve his problem. What ever it may be.

Take away his worry, his nervousness and his anguish, and you’ll have a customer for life.

With Direct Marketing and A Professionally Written Sales Letter
You’ll Be Able to Increase Your Customer Acquisition
And Retention,
To Make Maximum Money, in Minimal Time

Gary Halbert, the world famous copywriter/marketer, was known to say, “There is no problem in business that can’t be solved by a well-written sales letter.”

For more than 100-years, people have been using Direct Mail to get people to “Ask for the Order,” as Zig Ziglar would say.

Dan Kennedy is and has been known to say, “Use a three step approach and segment your lists to directly target each of your list demographics with the right Message to Market Match.” (Of course, I paraphrase here.)

In fact, in the advertising and marketing world, it seems that the proof is in the pudding.

More and more businesses are finding their older clientele prefer a direct sales letter. Searching through emails is too time consuming and impersonal.

Response rates are greater than using any of the new-fangled marketing you can find online. And you have a home or business address of a real person to contact. Physical in-hand, tactile experience.

The older 50 crowd, which is known to be the most financially influential, prefers a personal touch. Getting a letter in the mail, that addresses their deepest needs and concerns, will bring them to you.

No need for over doing it online. A world of wiz-bang and don’t-have-to-think-about-it for the younger crowd.

But for us oldies, (age not physical stature) we prefer it old fashioned and personal.

Put it in our hands and let us touch it.

You’ll be putting your best foot forward. And getting the customer.

If you know any “Marks” like in the short story above, or have a list full of them, send them the news they are waiting to hear. Show them you have their answers and you’ll be on the road to “Maximum money, in Minimum Time.”

Until tomorrow,

Regards,

Andrew

 

 

When Reason is Your Worst Enemy.

Dear Reader,

It’s been said that your worst enemies are your well meaning friends and family.

It could also be said that your worst enemies are well meaning business associates that advise you to do what every one else is doing when it comes to marketing.

You know, take out big ads in the the local newspaper and make sure it has a big picture and not too much writing. No one likes to read that stuff anyway, right?

Or you could pay big bucks for a TV spot in which you try to get “attention” for your product or service. Without ever asking the watcher to take any action. (I thing you call that “throwing money down a rat-hole”)

Or, if you’re feeling really adventurous, you could just copy what the other people in your business are doing without ever checking to what their results are. (Jeez, that should put a few more zeros in your profit margin, don’t you think?)

A Better Way To Get More Customers and Prospects,
That Won’t Break the Bank And…
Give You Precise Measurements About How
Your Ads Are Working… Or Not!

Listen: What I’m talking about is direct response marketing.

You know, the kind of marketing that has been proven, time and time again, to out do conventional marketing for over 100 years.

It always asks the prospect or customer to take some specific action to be moved to the next step of making the sale.

And not only does it out do your standard big ad agency marketing style of throwing as much money as you can at the wall and seeing what sticks, but it does it in such a way to show you exactly how your money is being spent and what part is bringing the biggest ROI.

That is, if you have an ROI at all.

(If you follow the best practices of Direct Mail Marketing as it’s been practiced since the beginning of the 20th Century, you will know in no uncertain terms, soon enough, if what you’re doing is working.)

“Yeah, I’ve tried that before, and it didn’t work.”

So you say?

What exactly did you do and what exactly were the results?

If you tried it only once and then gave up, what did you expect?

This is not a one-and-done type marketing. There are so many variables that can be tested.

It could be you didn’t find the right avenue. Or it could be you were trying to contact the wrong kind of customer. Or maybe, you were marketing to the customers you wanted but with the wrong message!

Nine times out of ten, the business owner will send the wrong message to his market. Or find out on further investigation that his market is not who he thought it was.

Testing is the only way to find this out.

Deep Research and an Understanding
Of Your Customers Wants and Desires,
Is The Key to Bringing In A Flood of
New Customers

When you find that one or 100 things you’re prospects and customers want more than anything, you will crack the code of a constant stream of new business.

It will be the proverbial “light-bulb” going off when it begins to click.

But you can’t give up after one shot at glory.

Only by studying the data provided by Direct Response Marketing, can you make your marketing and advertising work for you. Don’t leave it to the “big-box” advertisers to tell you what you need.

Let your customers tell you that by how they respond to your ads.

Let “reason why” copywriting and marketing tell them why they should pick you.

It’s easier than you think.

Regards,

Andrew

P.S. contact me through my contact page here for an unbiased review of your marketing materials. It’s free and won’t cost you a thing. Send me a link, or a copy of what you have and I’ll run it through my 5 point investigation to give you a clear response to what you have and what could be improved on to make it jump.

 

How Too Many “Ideas” Can Spoil Your Marketing Campaign.

“Direct marketing works well when it’s focused on a single performance objective; it fails dramatically when you ask it to do too much.”
— Robert C. Hacker, author of “Direct Marketing Doesn’t Have to Make Sense,
It Just Has To Make Money”

Dear Reader,

If you’ve been in business for any length of time, you may have experienced this phenomenon.

You think you’re in charge but come to find that each-one of your top-level employees think it’s their job to give an opinion on how the marketing should be run.

You know, you attempt to get everybody on board with one good idea, one focused good idea,  and eventually find out that everyone wants to put their 2-cents in. No need to consult with the boss.

This is a sure formula for disaster in any kind of marketing and especially direct marketing.

Rule by consensus. Never works.

The formula for a “single big idea” is what Mark Ford, Founder of “Early to Rise” and AWAI calls: “The Power of One.”

One big idea that your marketing piece will be centered around.

Sticking to this one “big idea” keeps you focused and keeps your reader interested in what you have to say.

How to put the “Power of One” to work for you!

How do you make the power of one work for you?

Well, it isn’t easy. But it is simple.

It’s simple because there is no need to come up with a ton of ideas.

More like a lot of supporting “facts” centered around your one big idea.

Just ONE big idea.

And then, loads and loads of supporting information that makes the idea palpable. Makes the idea the central focus of your marketing piece.

It’s a great way to keep from confusing your target audience.

Too many cooks spoil the broth.

Because, confusion is the death knell of your marketing plan.

You’ll lose customers faster than cash in Las Vegas.

Why is it difficult to stick to the one big idea principle?

For the simple reason that most people find it hard to focus on one thing for more than a few minutes at a time.

Maybe it’s our short attention span society. Or the possibility that many get confused easily when presented with too many choices.

I imagine it’s different for everybody.

But the fact of the matter is: It’s been shown in test after direct marketing test that keeping to one big idea is more profitable than pilling on several ideas and mixing it up.

Maybe too much cognitive dissonance? Who really knows.

This deserves more exploration.

Until next time.

Regards,

Andrew

 

 

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

 

 

 

 

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.  

 

 

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

A Stormy Economy and What To Do About It.

Dear Reader,

Just a quick blurb today.

I’ve been seeing, and hearing, a lot how the economy is not “cooperating” with this or that business. And that it’s near impossible to keep the doors open for the average small business.

We all know how the big box stores are doing. You can read about it in any newspaper or hear about it on TV. Although, even Wal-Mart is having some issues today.

But a small business with a sole proprietor is something different.

You need a different kind of advertising and marketing.

If you’re not engaging with your customers, and on the hunt for new customers, then you are most likely not doing as well as you could be.

What I’m talking about is: Direct Response Marketing

This is not rocket science, but it is very scientific.

You see, direct mail or direct response marketing is scientific in nature.

Using it you can predict, with almost pinpoint accuracy, what you’re bottom line will be tomorrow, next week and sometimes months ahead of time.

But if you’re doing the old traditional mass media marketing like everybody else, then you can only expect what every one else is getting.

There is no differentiation there. Only “me too-ing”.

So, it’s up to you.

The same-old, same-old?

Or something only you can provide and show in your marketing materials to be the one thing your customers love to hear about. From you. Personally.

Regrettably, many will not take the time or small extra-effort to do this right.

And their results will be the same as they’ve always gotten.

Average to less.

Regards,

Andrew