6 Magic Steps to Effective Marketing … "Secrets of How to Dominate Your Target Market in any Economic Climate” Guaranteed!”
Free Marketing Report By Dan Cavalli of http://www.howtogrowasmallbusiness.com
Dan Cavalli
And Author of “Blueprint for Making Millions”
ABOUT THIS eBOOK: You are free to use this information in any way you wish provided you keep it completely unchanged and include any resource links back to my website. DISCLAIMER The content of this report is for information only. Readers must make their own evaluation of the suitability of the ideas presented. Readers must also make their own evaluation of any recommendations of products and services by personally contacting the suppliers or advertisers and making decisions based on the information that they provide. This report may be used on this understanding and, consequently, the reader accepts that its creator or the creator’s entities cannot be held responsible in any way for the outcome of any decisions made. Although great care has been taken in the compilation and preparation of this report to ensure the accuracy of the information made available, the creator cannot in any circumstances accept responsibility for errors or omissions, or for the results of decisions taken. The information given is never legal advice and it is not warranted or guaranteed. Readers should not take any action based on information in this report until they have considered the source documents and any further documents to which they refer. Legal advice is required, a
lawyer or accountant should be consulted.
You're About To Learn What Most Businesses Will Never Know or Experience in This 6 Magic Steps to Effective Marketing … "The Secrets of How to Dominate Your Target Market in any Economic Climate” Guaranteed! Dan Cavalli To find out more about me and what I do go to: www.google.com and search “Dan Cavalli” and see my credentials as an expert author, small business expert, writer of hundreds of business articles, a builder of businesses and much more are there for your reading pleasure.
Hi and welcome to my 6 step marketing report … “The Secrets of How to Dominate Your Target Market in a Recession”. You will find plenty of tips, ideas and strategies that will get you excited about turning an ordinary business into an extraordinary business no matter what the economic climate is like. You may not be aware of it yet, but you've just begun the journey that most business owners never even realize is available to them for FREE! That’s how to survive hard times and thrive in the boom times by becoming an expert marketer. That’s the journey of metamorphism into a marketer of business, rather than being a business marketer! There is a huge difference between the two. The difference between being a marketer of business and a business marketer lies in the syntax. The reason we are in business is to make money, otherwise it wouldn’t be a business and the owner’s primary role should be that of marketer, nothing else! It’s unbelievable that most business people don’t realise they can earn more money as a marketer of their business than they would make simply as an owner working in their business. Because of my successful track record I am qualified to help you become an expert marketer of your business. No one builds businesses better or faster than I do. Note: I built my first ‘real’ business from zero to $140 million. I realise that you may not want a business of this size but that doesn’t lessen the fact I am qualified to teach you how to market and grow your business quickly and easily. I'm an expert marketer specializing in growing small business and have been since 1995 when I launched my first national business from zero with no customers and grew it to more than 35,000 customers in less than 18 months. Hundreds if not thousands of small independent business owners have begun making much more money thanks to the tuition and tools I've developed.
To get the most from this course you have to put in to get out. By that I mean you will need tools to enable you to carry out the tasks required to get the best desired result. These tools may cost you some money. They aren’t essential to have so don’t panic if you don’t want to buy them. I’ll make recommendations and you decide whether or not you get them. But remember the better equipped the tradesman, the better he is able to do the job. There is no difference in this principle when applied to your business. Here are a few of the highlights we're going to cover in step1 of the marketing report: 1. Stupid mistakes most business owners make and how to avoid them 2. How to eliminate price cutting and make more profit 3. How to create a unique offer with no fear of competition 4. Why you should never market without testing 5. Why most advertising is a waste of money TIP: You can get all the ‘know how’ and one-on-one- hand-holding from me including all the details and ready made templates for your business to duplicate my success system at no additional cost in the Commando Business System or Gold Star coaching program below!
Step 1 Welcome to step 1. It’s all about surviving the hard times and how to dominate your target market in any Economic Climate that actually works! On this page we discover the ‘death knell’ of marketing and the mistakes most business owners make and how to avoid being an 'advertising casualty’. Also: • • • •
Why your current efforts to market aren’t as effective as they could be What advertising agencies won't tell you Why you should never listen to yellow pages or newspaper representatives Why you should forget everything you've ever been told about marketing
After saying that, why should you listen to me? During my time in business I've wasted thousands of dollars on marketing that didn't produce anything except a hole in my wallet. In my first attempt to advertise I spent $26,000 on local radio advertising and received 2 enquiries which converted to 1 sale with a profit of $12.00. Almost unforgivable except for the fact I learned my lesson [although expensively] well. It took me a long time to wake up to the tricks and make advertising work. This report is for those who are willing to learn from the experience of others and what I have to say will save you thousands. I'm going to cover many techniques and strategies in this report. It’s not rocket science so will be simple to follow. In the words of Al Dunlap, author of ‘Mean Business’, “Business is simple”. Here is your first tip: Forget Branding and Marketing Your Company Image. Some say spending money on branding and imaging your business is the same as owning a boat. If you like standing in the shower getting wet while tearing up $100 notes branding is certainly for you. Not for this little black duck, thank you!
Most ordinary advertising has elements of branding because it is all about pretty pictures and involves copy cat marketing. In the corporate world glitz and pizzazz is rife! Unlike us small business owners they have the budget to waste, not to forget they have to feed those egos of all the new university marketing graduates providing their advice. Take a look at your local yellow pages and you will see what I mean. Most yellow pages advertisements are nothing more than expensive, oversized, pleasant to see but telling the reader nothing to influence them to call the business. Your business card is another example. Cards and ineffective printed matter can’t sell anything without having a strategy [more about this later]. For successful advertising there should be:
- an offer, - a headline, - testimonials - a guarantee. There has to be some motivation provided that compels the reader to respond to your message! The question that begs for an answer now is this: If all that is true why is it that advertising agencies and advertising salespeople keep selling you good for nothing and wasted advertising? TIP: It’s because you can't measure the response from this sort of advertising. If you could measure the response you would make agencies and salespeople accountable for selling you that wasted space in their newspaper or magazine! They don’t want you measuring how effective their expensive space is because they want to sell it to you again next year. They use the excuse that you will do better by spending more money on a bigger, brighter and colourful advert. I learned a long time ago that if you keep doing the same thing expecting a different result it is a fair sign that you may have ‘business blindness’. IF YOU ARE WASTING MONEY ON ADVERTISING THAT DOESN’T WORK, STOP IT NOW! That’s your first step in moving your business into more profit. Most people I’ve come in contact with who sell advertising don’t know anything about effective advertising, sales letters or fliers that motivate the reader to respond. Only one kind of advertising will do that and it’s called: ‘Reaction Marketing’. Reaction marketing is the #1 kind of marketing any small business should use. It's measurable, accountable, gets your readers attention and motivates them to action. After all, that’s what we want, isn’t it? I’ll talk more about Reaction Marketing in the next step. Until then let’s review what we have covered today:
• •
Stop 'brand' or 'image' marketing. It’s costly and you can't accurately measure the results. It is poison for small businesses. Avoid advertising agents who know little about what makes advertising work. Rely on yourself to write a compelling advertisement because that will produce a better result.
Step one has shown you what not to do, so you can avoid being an advertising casualty and save money rather than spend it on bad marketing. There are thousands of books written about ‘Direct Marketing’ but not ‘Reaction Marketing’. There’s more to making it work than just knowing what not to do. Let’s take a quick look at what’s coming up in step 2: • • • •
The biggest direct marketing mistake most small business owners make. Triple your takings with one special technique. Get the right content for letters to gain more new customers More mistakes and how to avoid them!
Step 2 In this lesson I will teach you how to market to your existing customers [if you don’t have customers we’ll get to how to build them later]. For now I will cover: • • • •
The biggest direct marketing mistake most small business owners make How to triple your takings How you can get the right content for letters to get more new customers More mistakes and how to avoid them!
Take a few minutes to consider this next statement I am about to make because it’s that important! You only have two types of customers; those who have bought from you and those you haven’t sold. The reason you have to differentiate between the two is because it has a direct impact on the way you deliver your marketing message. For example, you don't have to pay for an advertisement to market to your existing customers because you know where they are already! Conversely, you can’t write your messages to people who haven’t bought from you because you don’t know who those customers are yet. That's why advertising comes first so you can identify who your potential customers will be. Then the one-on-one relationship starts to sell those you do know. Others say it costs up to ten times more to find a new customer than it does to keep an existing customer. In my business it’s more like 20 times. That is why you must treat your existing customers like gold! Here’s where most business owners view it wrongly. They will chase new customers tirelessly and spend thousands over time to do it and yet ignore their existing customers. TIP: Once you have a database of customers the very best, simplest and most
effective form of marketing is with ‘reaction mail’ directly to them! I hear you saying direct mail doesn’t work! You’ve tried it and didn’t get anything for your money. Most business owners never get good results because they either do it incorrectly or don’t create the ‘Reaction Element’ that is required to make it work better. You can be assured if it hasn't worked well for you, it is because you’re doing it the same way most others do it and you are making the same mistakes. The most common mistake business owners make is only sending a mail piece once. Sending a once only mail piece is virtually a waste of time and money because you will only get about 30% of the money to be collected! Knowing this trick and sending more than one piece to the same list will instantly multiply the response! TIP: The secret is to contact by mail more than once! The next key is to have a whole year planned with the marketing campaigns scheduled so a series of letters will be sent to them. You will find the free Marketing Calendar template I use here: http://www.download.com/Excel-Calendar-Template/3000-2077_410346449.html, TIP: The amazing thing about this is that most business owners think that if a potential customer has said no to them once, they won’t say yes the second time around. BUT THEY WILL! There are reasons to send a series of letters to customers as well. Rather than the usual Mother’s Day, Christmas day etc I use the system for much more. What about debt collections? I see it all the time in my business particularly because I am involved more with the Internet side [You will be too as you gain more experience]. In one of my businesses we turn over more than $1,000,000 [one million] a month. There are always some customers who don’t want to pay but also some who can’t pay. Imagine this, I am sending a bill to someone who can’t or don’t want to pay. We know from experience that the first letter never gets the best response [a certain percentage of recipients see a bill as an intrusion in their life]. How do we solve that problem? We use a series of letters that asks for payment and we collect up to 95% of overdue monies from people who initially couldn’t or didn’t want to pay. Now, if I can get this result from people who don’t want to pay without an incentive how much more powerful is it when you make an irresistible offer to someone more than once who has passed up on it the first time? Makes sense now! Let's look at turning lost leads into paying customers for your business. Let's assume that through your existing lead building campaigns you gain an average of 100 new customers each month. Let’s assume 50 of these new customers buy another product from you immediately. What has happened to the other 50 who didn’t return? They fell by the way. It would be fair to say that you may never see them again. Consider this! If you were able to get half of those who fell by the way and convert them to a regular customer, [let’s say each is worth $1000 to you over a year], what would that mean to your business? It’s a $25,000 windfall.
TIP: What’s totally amazing is that’s $25,000 in extra revenue you never had. Get it! Accept it! What is it worth to have a customer come back as a regular paying customer for a full year? Many small businesses that I help had no system in place to turn their once only customer into a regular customer. At best they may ask at the point of sale to buy another product but if the response is ‘no thanks’ that’s where it is left. Don't accept this half baked approach because it costs you dearly! TIP: Improving business marketing is nothing more and nothing less than ‘activity to attract profitable customers’. Reaction mail is the tool to achieve that. Written well, your customers will keep coming back without you having to cut your prices. On the other hand, when your customer has phoned you as the result of your sales letter, they have already made the decision to come back! How easy is that? Apply it and see the reality! TIP: You can get all the ‘know how’ and instructions for your business to duplicate my success system at no additional cost in the Commando Business System or Gold Star coaching program below!
Step 3 Step 3 Luring 'lost' customers back. In this lesson: • •
The reason why customers leave you and how to get them back without ever worrying about them leaving again! Why you should never experiment with marketing.
Do you realise that what you're learning here in this report is not new. Successful businesses use this information all the time. Remember there is nothing new under the sun. That’s good because as the owner of a small retail business, you should only be using marketing that's been tried, tested and proven! TIP: Using reaction mail ensures new customers keep coming back. Reaction mail can also be used for customers you haven't seen for a long time. One of the biggest mistakes I’ve made was ignoring this valuable source. This is a WOW TIP: Your customer base is like your garden. You plant the seeds, water, care for, nurture and fertilize. With the business, you nurture through special offers, customer incentives, birthday and thank you cards and other demonstrations of appreciation. The fact is, businesses do lose customers. The terrible thing about that is most businesses don’t know why they left, worst still, some don’t know they have in fact left!! Stop doing that! It is not smart business.
Once you understand “the Lifetime Value of a Customer” [LVC] you will find that it may be a good strategy to make a loss on the initial incentive for a new customer to your business. To have a tool like this is very valuable and you can have access to mine [and others] if you want. Knowing how to use the LVC tool will help you increase business. Just go to my website: http://www.howtogrowasmallbusiness.com scroll down about half way on the home page on the left to “free earning calculators” and you’ll have access to quite a number of powerful tools to monitor and manage your retail business. What doesn’t make sense is to lose your customer after they have taken advantage of the initial offer and you haven’t had the skills to offer other services in order to keep them as a regular customer. It's almost criminal to let those customers slip away. TIP: If you want to spend less on gaining new customers, then you must lure some of your former customers back to your business. Is it worthwhile to do that? Let’s take a look at how much it would be worth to you to chase those customers who have fallen by the way. Imagine you have 1,000 names and addresses of customers you haven't seen for some time but would like to see them back again. If they are worth $1,000 a year to your business [you will know this figure for your business now since you have used and practiced the LVC tool] and you can entice just 100 of those customers back for another 12 months that's no less than $100,000 in revenue over the next 12 months! Is that too much to handle? What about 20 customers? That’s still an extra $20,000. To entice them back is simple. You have to write to them with a compelling offer with a follow up of three consecutive letters. TIP: The first letter must be too good to refuse. In other words, you need to use what I call ‘The Godfather salesmanship in print'. Your offer needs to be written as if you are making the offer to them in person. That’s a problem for most business owners. After all, you may not be a salesperson let alone someone who can put those selling skills into print. Even if you do have the skills, you have other priorities in running your business. No one actually enjoys sitting down at the keyboard and grinding out letters to customers. TIP: To fulfill this need I have written a series of template sales letters designed to get old customers back for more custom. These letters have been proven in my business to get back customers who haven't been seen for up to 12 months. You can now have access to some of these linked, sequenced sales letters if you wish. I also have others that are specifically written and organised in sequential order for different purposes for members of ‘The Commando Business System’ available if you join my coaching program!
Alternatively here is a different link to access similar letter templates but not set out in sequential order [there is a small cost to you]: http://www.instantsalesletters.com/?54709 By tomorrow afternoon, you could have letter #1 in the mail to some of your former customers. Within two days you'd be receiving phone calls from some of those customers, delighted to have heard from you, amazed at the offer you've made them to come back. Within ten days, you could have letter #2 in the mail to those former customers who didn't respond to letter #1 and a day or two after that, more phone calls from some of those customers wanting to see you again and re-kindle their relationship with you. TIP: A carefully drafted series of linked sales letters impregnated with the correct words, sent out at intervals, is the secret.
I think at this stage you know the importance of having both: • •
New customers coming back Former customers coming back
YOU STILL NEED TO DO MORE: 1. You do need to advertise a little because you need new blood. 2. You also need to plug the leaks in your business where you are losing existing customers. TIP: Don’t forget to always record names and addresses of every customer who has visited your business. Not doing this will jeopardise your whole marketing program because you won’t have any addresses of customers to write to. To find out more about this, go to: http://www.howtogrowasmallbusiness.com/coaching-program/28/30-profitableprogress-by-the-inch-business-aspects Even good businesses lose up to 15% of their customers every year. So you do need to advertise. Remember there's advertising and there's advertising. Don’t be an advertising casualty, sucked in to spending thousands on advertising and never knowing if it’s working or not. Learn how to write ads that work!
Step 4 Welcome to Step 4 on eliminating discounting forever. In this lesson you’ll learn: • • • •
What you think you're selling has nothing to do with what your customers actually want To reverse think you’ll make more money Discounting is the death knell of a business You can raise your prices
• • •
What your customers want to buy To create an offer no competitor can match The must have in a marketing message
There are two essentials you must have in business before you consider back office products, management, staff, accounting systems, shop refurbishment or on road sales representatives. They are: 1. Marketing 2. Product TIP: You don't have a business unless you have something to sell. Then and only then you market it to get customers through the door. Being good at your job is not good enough. Thousands of people are good at what they do. Even your competitors are doing well. So what! You maybe be saying to yourself, you wouldn’t have any customers if you weren’t good enough. Sure you may have some but how do you get double, triple and quadruple that number to really make a difference? You simply have to be different, not necessarily better, in order to get more than your fair share of business. WHAT ABOUT PRODUCT! TIP: If you aren’t selling what your customers want, you will go broke and that has nothing to do with your product. You have to understand this difference so you can market your product effectively. For example: In my business I sell a telephone product that is capped at $69 [depending on their business] for any amount of calls. Those customers will never pay more than $69 no matter how many calls they make or where those calls are made from. Customers get capped calls and that means they never have to worry about huge telephone bills. They don’t have to worry about limiting their time on calls or whether or not their kids or staff are making long distance calls. We give customers peace of mind. Even though some customers abuse the product the interesting fact about this is that we make more profit giving more back to our customers across the board than any other product we sell. People also like to buy something if they are getting something extra. For more on this go to: http://www.commandobusiness.com/business_basics/marketing/never_lower_your_ price_just_to_gain_more_business.html Marketing is about re-packaging what you sell so it is perceived to be different and better than what your competition has. But to get this out in the market place I’ve had to tell as many people as I can about it. If you don’t do this, your customer will always go for the cheapest product. That’s human. That’s why I shake my head in wonder at the ignorant but well meaning business owners who just compete on price. They ruin it for the business community at large. They are too stupid to see that by undercutting each other on price, it’s not long before the big business wins and small business has to go out of business.
When a business person’s only intelligent reply to selling more is to price cut. I can’t help but think they deserve to starve. The sooner they get out of business or go broke the better because discounting is the death to businesses. The worst thing is that customers begin to expect it! All is not lost though because there are things you can do to raise your prices and still outsell your competition: TIP: Put a dollar value on your FREE product or service. Build into the price of a paid service something you may be providing for free! Build up the free product by advertising it for a price. Then be prepared to give it away. The customer will then realise the value of a free gift. Remember something easily obtained is easily squandered so put a value on it with limits for its attainment. TIP: Instead of calling your commonplace product or service a generic name like ‘dog food’ call it something that turns on the imagination, something your customers’ desire but don’t need! An example of this is would be to call ordinary dog food, ‘Champ food’ the food that champion dogs love to eat! There are three direct advantages here: First: Your prospects and customers aren’t able to compare ‘apples for apples’. They may have dog food but not ‘Champ Food’. Second: You’re appealing to the customer who doesn’t mind paying for what they want! Thirdly: You will repel the customers who are just tyre kickers or price shoppers. Your competitors can have them and you will never miss them! By now you probably understand the importance of new customers coming back to you and former customers returning to you. TIP: You can get all the ‘know how’ and ready made templates for your business to duplicate my success system at no additional cost in the Commando Business System or Gold Star coaching program below!
Step 5 Welcome to Step 5. In this page we learn about the absolute essential elements you must have in your marketing copy. Are you still with me? I know we are still introducing more tasks that need to be done to be successful, but remember it’ll all be worth it. Here's where it all starts to come together. The essential element to getting your marketing message right is PMT. No it may not be what you are thinking, it’s: • •
Place Message
•
Time
The correct place is where you concentrate your message and that place is your existing customers. Timing has to be right because you can’t offer a Christmas special on Father’s Day, I mean you can, but it’s unlikely to be effective. Timing is important. That leaves the correct message. Most advertising gurus and business owners struggle with relaying the correct message. I touched on ‘message’ in step 1 with regard to having your salesperson and putting them into print and the benefit of that. This process is called putting a ‘Salesman in Print’. To do this is a real skill and masters charge up to $20,000 for just one letter. I will also show you how to do this on your own so that you become self reliant. I’ll provide the structure you need to follow regardless of your message content. I mentioned before that it’s a two stage process and it has to be integrated into each sales copy piece. 1) You need to think like a professional salesperson and that needs to reflect in your sales message giving customers what they want, not what you think they need. 2) The message needs to be designed to influence the customer to accept what you are saying. TIP: There are five major components to a successful sales letter. Here is a brief outline of a sales copy: 1. The Headline Never make your business name the most dominate part of your letter. Your business name means nothing to a customer except when it’s time to find the door to visit your business. So move your business name from the top of your letter and stick it at the bottom [so you can be found]. The headline has one job to do and that’s to gain the reader’s attention and create a desire to want to know more. The headline must state your biggest and most important benefit of your product or service to the reader! Optimally, if the headline was the only information you gave, it should motivate a person to seek you out. 2. The Offer Remember an offer is not a discount in price. Build in the value. List everything you do, have or are providing and give it a retail value. It has to be something that the reader will say to themselves WOW! That sounds great! How can they do that? I want some of it! The offer is perceived as value for money and if it costs a little more than your competition so what! It’s not the price but what the price represents value for money. 3. Discounting is not an option. A successful sales letter should make an offer that has massive perceived value but actually costs you little. Make sure that your customers feel that even though they’re receiving extras for free, it is of value. The only thing your customers are interested in is the value they perceive they are getting, not what it costs you to deliver! 4. Urgency If you give away something put a ‘valid to’ date on it. When do you want your customers to call? Now or in ten years time. You have to create urgency, make a deadline and show that
you are giving away something temporally for something in return. If this element of your marketing is missing, you will attract the freebie hunters who will only react to low prices and we don’t want them, do we? 5. Testimonials If you don’t have anyone who will say a good word about you, you had better find someone soon! 80% of people buy based on the recommendation of others. If I asked you where most of your business came from, where would it be? Some of your business will be by word of mouth. What is a referral if it's not a verbal testimonial? Even referrals are personal marketing. If a customer says something nice about you or your service, ask them to write it down. Use those written referrals everywhere. What if you have all of what we are talking about going for you but customers still aren’t calling you? The reason for that is your prospect is afraid! Afraid of making the wrong decision, making themselves look silly, not getting what they paid for and other reasons. So why not remove that risk and make it easy for them to come to you. In other words, take the risk on yourself. This is imperative. So much so, that I'm going to devote the whole of the next page to it. It’s Step 6, the Guarantee! Here is your link for a stack of referral seeking techniques [there is a small cost to you]: http://www.mcssl.com/app/aftrack.asp? afid=832725&u=www.InstantReferralSystems.com
Step 6 In this page we talk about removing the risk of buying from the prospect or customer so they will be eager to give your service or product a go! I’m sure you’ve been in the situation where you’ve been unsure of making a purchase. Is it good? Should I do it? Worse still, you’ve bought it and wondered if you should have bought it? This is the same process a new customer goes through every time they are asked to buy. If you offer a guarantee, that feeling is lessened [not eliminated] in the mind of a customer. That’s why guarantees can be viewed with skepticism. You’ve heard the expression ‘oils ain’t oils’ well in my books, all ‘guarantees ain’t guarantees’. TIP: If you don’t have a good guarantee, get one. If you have a half-baked guarantee put some real protection into it for your customer. Remember the lifetime value of a customer so get them to buy your product and if it’s good, you’ll have them for life. Not a bad philosophy to have, right? Wow, let’s do it!
If you have nothing to fear from giving your guarantee, do what ‘the fiddler on the roof’ did. He shouted from the rooftops. You should shout your guarantee from the rooftop too. A guarantee will turn most wary customers into purchasers. Your guarantee actually drives sales!
Here we go again, I hear you saying that you are afraid of customers taking you up on your guarantee and demanding their money back! That will happen! It’s life. Even if you don’t have a guarantee, it’s not going to stop people asking for their money back. Also it’s a good decision to give the money back. Why? If you don’t give the money back you will waste valuable time and money dealing with an unhappy customer and may receive bad publicity for your business as well. TIP: Offer the guarantee and you’ll be pleasantly surprised at how few refunds you will have to make. I’ve been in business for 15 years now and I’ve only had to make 2 genuine hard product refunds, a grand total of $300. Another way to look at it is that you may have a few refunds but get more new sales by having a guarantee. If you don’t have enough refunds that’s a sign you aren’t selling hard enough to get the maximum number of sales available. If you are getting too many refunds, you either have a faulty product or you are selling and making promises you can’t deliver. Go back to my article about never lowering price and you’ll remember the analogy of ‘less is more’. Check it out again at: http://www.commandobusiness.com/business_basics/marketing/never_lower_your_ price_just_to_gain_more_business.html TIP: The benefit of a strong guarantee far outweighs the risk of having to deliver on it! So how do you identify or more to the point, how does your customer identify a great, no risk guarantee? Let’s look at some different guarantees. The 'Big Con' guarantee looks something like this: ‘Money Back Guarantee’ Simply notify us 30 days prior to using your 'dog food'. It must be unopened and in the same condition it was at the time of purchase for a full refund. Fear is the only reason a business would use a conditional guarantee like this. They are fearful that they will have to process many returns due to faulty product or perhaps they have something to hide. This type of guarantee becomes completely worthless to you and in the minds of your potential customers. Your guarantee should be iron clad and risk free for the customer! The ‘Totally Risk Free Guarantee’ looks something like this: ‘Totally Risk Free Guarantee’ Return it for any reason within 30 days and get your money back. A genuine guarantee is nothing to be worried about because it makes your customers think twice before going to your competition. You must protect yourself against customers not remaining a customer. People do leave, but they don’t phone you up and tell you before they do it. Customers won’t return to your business for numerous reasons. Some for right reasons, some for the wrong reason, some for reasons out of their control. It doesn’t mean you have
necessarily done something wrong. You've done it yourself. You’ve been a customer of a business for months, sometimes years and one day you never go back. Have you ever actually phoned the business owner to tell him or her that you're leaving? A strong guarantee tells your customer that you value their patronage and if they have offended you in any way they can come back without feeling guilty and feel it is their right to do so. A strong guarantee gives your customer permission to recontact and gives you the opportunity to fix the problem and keep the customer happy. Problems must be fixed! The major benefit to you is that when you have a happy customer you have a monster advocate for you and your business. That's the power of a strong guarantee. Here's a summary of what we have covered in this report: • • • • •
Only ever do Reaction Marketing Branding or image marketing should take second place. Market to your own customers first. Mail your offers more than once Whatever media you use to deliver your message make sure it contains: o a headline that motivates curiosity o a real OFFER, not a discount o totally risk free Guarantee o Scarcity Element o Testimonials o Deadline
The easy way to do it If all of the above seems just too hard, there is an easier way. For just $49 per month you get access to my basic coaching program to guide you every step of the way plus you get access to me via email and phone to answer your questions, make suggestions, and point you in the right direction. I created this basic 16 week “Gold Star Coaching” to show you, step-by-step, how to start marketing your products, services and offers to Dominate Your Target Market in a Recession. As a member of the 16 week “Gold Star Coaching” every month for 4 full months, you’ll get a “Free Marketing Action Plan” with a NEW marketing method to use. Each 16 week “Gold Star Coaching” completely explains that month’s strategy as well as giving you a review and action steps to complete, so you’ll immediately be able to confidently put this strategy into action. This is not just another ebook that you won’t use and remain on your hard drive. It’s also not a large course that’ll just sit on your shelf gathering dust. It’s short enough to stay interested to complete but not too long that it takes you away from your core business duties. I’ve broken my 16 week “Gold Star Coaching” into a mixture of weekly emails with techniques and tips plus the monthly Action Plans so you’ll have time and assistance
to put each month’s strategy into action before the next Action Plan arrives. My experience in doing it this way you get results faster! After 4 months, you’ll have a successful marketing system for your business to keep for life. With this basic “Gold Star Coaching” system in place you will be growing your traffic… building your customer list… and making you more sales. Get your first 16 week “gold star coaching” email instructions in the next 5 minutes! Get started immediately, so you’ll understand how fast and simple it is to get real results. This “Basic Guide” really gives you some super-easy and incredibly fast strategies you can start to see positive results without the worry and risk of doing it yourself. Maybe you’ve seen other marketer’s prices and what they are charging for their coaching programs. The price seems to be creeping higher and higher. It goes like this they well sell you… a $39 ebook then a $997 courses and it goes on and on. Everyday I’m seeing more training programs costing between $1,997 and $9,997 or some for much more. In fact, one program that was recently launched for that price won’t get your business pumping any better than my 16 week “gold star coaching” here. After saying that I know what it feels like when you’re excited about getting a new marketing system. But when you see the price tag you just can’t afford it. Or worse, you buy on their “payment plan”… and only end up with more credit card debt, not the income or results that were promised. I also know what it’s like to get started with cash flow problems. But imagine this… in the next 4 months… you could dramatically increase your business’s customers to make many more sales… build a much larger customer base… and have a more successful business, thanks to all of the techniques I’ll show you I’ve used to build my multi-million dollar businesses in less than a year. But none of this will happen if you don’t take action now. The sooner you join the 16 week “Gold Star Coaching” and start using my strategies, the faster you’ll get the results you want.
My Special Gift My special gift to you for completing this 16 week course is your personal copy of “The Ultimate Home Study and Coaching Course” designed especially for mentoring small business owners so you can build a more profitable and successful business easily and quickly. This is not a basic course it is a fully fledged comprehensive business building course coached by me personally. It is the ultimate in business coaching. A compilation of everything I know to build a business from zero to $140 million in less than 2 years. You’ll find out how to drive more leads and hungry customers to your door immediately and stay light-years ahead of the average business! My tested and proven small business sales strategies have already generated over $140 million in sales revenue in just one of my businesses. Apply these strategies to your small business and these strategies will generate millions of dollars revenue a year in your business guaranteed.
My famous “Commando Business System” Home Study Coaching Course valued at $2,037.00 for FREE!
[Take a sneak preview at: http://www.theultimatebusinesscoaching.com/] While I’m happy to receive email queries. However I don't guarantee I will get back to you immediately. My wife and I travel 3 month at a time somewhere in the world. However if you decide to join my coaching program you get access to me or the team of experts who support me. I look forward to helping you in your own money-making business.
So join me in my one-on-one hand-holding 16 week coaching program. Click http://www.goldstarmember.com/coachingprogram/ to find out how to register for just $49 per month. Your partner in business success,
Dan Cavalli
What to do next To continue the FREE learning process of business growth go to: www.startingabusinessnow.com, To continue the FREE learning process of building your business go to: www.recessionproofmaster.com, To continue the FREE learning process of making money and wealth creation go to: www.therichestmaninbabylon.com.