5 Things You Need To Do, Right Now, To Increase Your Profits.

Dear Reader,

Do you have a plan in place to increase your customer base as well as retain more of the customers you already have?

Well, I’m about to let you in on a little “secret” that’s really not so secret to those who are direct response marketers.

If you want to keep more of the customers you have already, and get more of the customers you want, the kind that love what you do and keep coming back, then you have to do 5 simple things.

Five Simple Things Any Business Can Do
To Keep Their Customer Base Full
And Fully Stocked for The Future!

As I said, this list is simple. But by no means exhaustive for the things you can do to make your life so much easier. Easier when it comes to maintaining and increasing profits.

So, what is this list? Let’s get down to it so you can get back to the business of making money and satisfying your customers needs.

1) Stay in contact with your customers with a personal approach.
Do you regularly mail, email, or send your customers flyers with a new offer and a reason to come to you for what you offer? And if you do, how often? Because, direct mail research shows that keeping you “top-of-mind” is the best way to get and retain more customers, clients and even patients. It’s not really mystery after all. Who does your type of customer think of when they need your product or service?

If it isn’t you, then it’s time to get your communications in order and stay on their near-field radar, pronto!

2) Is your product or service something your customers are recommending to their friends, families and business connections?

If not, then you have some work to do to clean up your product, service, and above all, image. You see, how your customers see you and experience your business is just about the most important factor in your success. (The finishing touch is your delivery of said products and services.) If you haven’t been wowing them lately with better offers, then you won’t be getting the referrals that so many successful business thrive on.

Referrals are the primary, cheapest form of great advertising you can have. Asking for them when a customer is satisfied and even exuberant with your product or service should on the top of your list. If you can’t bring yourself to ask for a referral, how do you think your customers feel about you? Do you think they would be offended by you asking, or privileged to be asked?

I think more of the latter than the former. If you ask them in a way that makes them feel important. And do it when they are at their highest on your product or service.

Or you can follow the Nike ad and “Just ask for the referral!”

3) Is your marketing fresh and relevant. When you write your ads, or when you have someone write your ads, do you put relevant information into the ad that customers or leads can read and find something to relate to?

Tying in with current events is a very powerful way to bring attention to your business.

For instance:

Remember the Wendy’s commercial from years ago that asked, “Where’s the beef?”

How about, “Where’s the guarantee?” Or, “Where’s the service in their service contract?” Or better yet, “Where’s the prompt and courteous delivery?”

Simple questions that get your customers to doubt your competition when combined with a well planned campaign.

Staying on top of current events is a time tested method to stay in your customers mind. And it makes it easy for them to think of you next time they are in the market for what you provide.

4) Did you remember to tell them “what’s new with us” the last time you contacted them?

If you don’t already, you can start sending out a regular newsletter to your herd. (That’s what Dan Kennedy calls his customers. As in, “Corralling your herd and putting a fence around them to keep them safe and in control.”)

“New” is such an attention getter. Use it whenever you find a new product or service that can benefit your herd. Is it over used though?

It all depends, I suppose.

It’s obviously not something to be used lightly. And when you do use it, make sure what you are offering is really “New and improved”, or just “new.” At least, new to you and them. Put your own twist on it and make it entertaining at the same time.

Which brings me to….

5) Never be boring when creating your marketing materials.

No one ever bored someone into buying their product or service.

Life is short, please don’t bore your customers.

If you can make your marketing campaigns not only attention getting, but entertaining, you’ll surely succeed in business you are promoting. No one ever lost by keeping their audience entertained.

But many have run the business away by putting the audience to sleep.

First of all, your materials should always be about the customer. Not about how great you are or what you are going to do for them. Keep the message focused on them.

Then, show them how you can solve their problems with your product. It’s all they are interested in after all. “What’s in it for me?” is a well worn line in the sales and marketing world. Keep it top of mind when crafting your message.

And then, make it interesting and even entertaining to keep their attention. You’ll be rewarded for your effort.

This you can trust me in. A line I rarely use.

I do believe this has gone on long enough.

There you go, 5 Things You Can Do, Right Now, To Increase Your Bottom Line.

In no way a finished list. Just a few things to think about.

Tomorrow, I’ll give you an example of my experience of “playing to the crowd” that got me the attention of a Korean Mafioso. Leader of his particular group.

It is truly enlightening, if I do say so myself.

Regards,

Andrew

P.S. contact me to craft your next “Entertaining and attention getting” marketing campaign. The call is free. It will be the best “free” call you make today. Guaranteed or your money back.

 

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

 

 

 

 

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.”