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Is Your Marketing Diversified?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

Diversity equals stability.

If you have one marketing strategy which is pulling in $10,000.00 a month (which is entirely possible), it can be tempting to not do anything else.

This is a mistake. This makes you very vulnerable.

It is like putting all your eggs in one basket.

If for some reason that strategy starts only pulling in half as much, only $5,000.00, you’re in trouble

Yes, yes, we keep telling you that these strategies are systems. That they get consistent results. This is all true but…There could always be some sort of change in one system. Over time these things are bound to happen.

If you have 10 different strategies to get new clients each month, that’s better than 1. The more reliable systems you have bringing in a steady flow of new clients, the more stable you will be.

For example if you have 10 different strategies bringing in $10,000.00 a month and one stops working, you’ll still be fine.

But if you only have one and it stops working, you have BIG trouble.

I’m telling you this because these strategies are extremely powerful. One strategy could easily bring in $20,000.00 or more a month. It’ll be tempting just to do that one but don’t.

Diversify.

Your business will be bigger, better and much more stable.

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Headline Tips Guaranteed To Work

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.
 
As we discussed in the past the headline is the most important part of your ad. Without a good headline, you will lose prospective clients instantly and your ads will bomb.  

Here are 7 quick headline tips that can double or triple your response rates:   

1. “How To” is a tested and proven winning way to begin a headline.
  2. Another “can’t go wrong” headline technique is to use the word FREE somewhere in your headline. It’s still one of the most powerful words in advertising.  
3. ‘New’ is yet one more proven response boosting word that you can test in your headlines.  
4. Try to use “You” in your headline whenever possible. Tests have shown that it alone can boost response.  
5. Another surefire way to create a good headline is to ask a question that evokes a “Yes” answer.
  6. Guarantee. Using a guarantee in your headline can double response or more. People don’t want to feel like their going to get stuck with a lemon, and they have been ripped off too many times.  
7. Everyone wants to know a ‘Secret’. Use it in your headline and watch response rates soar!  

Combine some or all of these like I did in the headline at the top of this page for a very powerful headline, and test different headlines. The difference between an average headline and a good one can be the difference between getting two or three clients and dozens of them calling you and driving across town to come to you store if you have one.

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Your mail will never get opened… Unless you do this

June 12, 2014
/ Automation Business Marketing Uncategorized
/ By Bob Britton

mailoverload Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

When most people get their mail they divide it into 3 piles:

Pile A: Personal mail.

Pile B: Bills.

Pile C: Everything else, AKA junk mail.

And you know what happens to junk mail… It goes in the trash without ever being opened.

If you want your letter to get opened, then you can’t send out the same stuff most businesses do. Instead of going for a “professional, polished” look, you have to make your letter look like it’s personal mail; like it is coming from their little old grandmother.

You do this by hand writing the address, using a stamp, (not metered,) and using colors. More people will open your letter if it looks personal than if it looks like something automated and from a business.

Think about yourself when you open your own mail; wouldn’t you be more likely to open something that looks like a note from a friend rather than just another flyer for a local business? If you send a letter and nobody opens it, then your marketing effort, (and TIME, and MONEY,) was totally wasted!

If you have any questions, need some immediate advice, or are interested in talking about other ways to make the most of your marketing budget, please give me a call at 585-633-7563.

To your success,

Bob Britton

Did You Know That Direct Mail Is The Cheapest Methods To Get Customers?

June 12, 2014
/ Automation Business Marketing Uncategorized
/ By Bob Britton

Did You Know That Direct Mail Is The Cheapest Methods To Get Customers?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

Direct mail is one of the most powerful ways to market your business that there is.

This year there will be $32.4 billion spent on direct mail. Barely $11 billion will be spent on cable TV advertising for the top 6 TV networks. These statistics are according to a study directed by McCann-Erickson.

There wouldn’t be that much money spent on direct mail if it didn’t work.

So why do most small businesses, especially businesses, think of direct mail as a waste?

They don’t know how to use it. They’ve never had any instruction on how to use it.

They send a flier- as you know by now, 99.9% of fliers don’t cut it
they send it to a ‘bad’ list. The list, the people who you send your letter to, is just as important as the letter itself.

Many people overlook this.

One business owner had written a sales letter. It was pretty good, not great but pretty good.

She was getting zero response, not low, not one but zero. Zilch. Nada.

Who was she sending her letters to?

She didn’t know. She had bought a zip code zone.

Finally she went to look at the houses in the zip code she purchased.

Let us describe it for you:

Run-down. Tiny houses with broken down porches- at least one plank of wood was missing. Junk strewn across the front yard. In the driveway there was a car on cement blocks with half the engine removed. Both the husband and the wife were wearing stained t-shirts.

Are these the types of people most likely to buy your services?

Do they even own a computer? If they do, would they pay to get it cleaned?

These people are not good prospects for you.

The List is very important.

To recap, here is why most It business owners fail at direct mail:

No direct mail expertise.
Bad sales letter
Bad list.

How To Do Successful Direct Mail

Have an irresistible offer. The more enticing your offer the better you will sell.

Attention getting headline. Your headline is really an ad for your sales letters.

Create Interest. The first paragraph should emphasize the benefit to the reader, this gets your prospect interested enough to read the rest of the letter.

Create desire. Make your prospect really want what you’re offering.

Call to action. You must have an irresistible offer.

You must tell the prospect to respond and have a deadline. If you don’t tell the person to call today and don’t have an expiration date creating a “sense of urgency” you don’t have a direct response.

In our program there are lots of ready to use direct mail letters. Use them as-is or modify them. Learn from them and start writing your own!

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Does Your Message Match Your Market?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

In the strategy before this we talked about how important and critical to your success it is to have a Unique Selling Points (USP). Your USP is your specific message.

Now we will talk about how important it is to make sure your message (your USP) matches your market. What I mean about this is that the greatest message in the world is useless if it goes to people who don’t care because they will not “hear it”. You have to be communicating to the right people. This is called “Message to Market Match.”

For example – If your market is homeowners you would NOT want a message like “If your computers go down we’ll get them up fast so you don’t loose any transactions”. That may be OK for small business owners but not for homeowners.

Who is your ideal client?_______________________________

What is their age?____________________________________

What is their income?__________________________________

Where do they live?___________________________________

What else do you know about them?______________________________

So you have to have a strong message and a good market match to be right on target in your marketing.

Now you have the two things that MOST business owners never even thinks about and that’s one of the reason they are struggling.

A USP
Your Message Matches your Market

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Do You Have Unique Selling Points (USP)?

June 12, 2014
/ Business Sales Uncategorized
/ By Bob Britton

Don't waste your marketing money! Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

The first step in establishing your unconventional marketing is to determine your “Unique Selling Points” (USP). This is what makes your business special or different from everyone one else.

It answers the client question, “Why should I do business with you, instead of your competitors?”

It’s OK if you don’t know what your USP is right now; I can help you determine what your USP should be. But for now, I want you to fully understand how powerful a USP can be and that you simply have to have one.

If you think your USP is, “I have better prices than everyone else,” or “I have 20 years experience,” or “I am an honest and ethical person,” that is what all your competitors are saying too, so it does not make you unique; it just makes you the same.

Let’s determine what your USP is.

What makes you DIFFERENT from all your competitors? List them here. (Remember lower price, years of experience or your a great ethical person are no good to use. Think about your location, your employees, your hours of operation, the way you do things, Etc.)

1.________________________________________________

2._________________________________________________

3._________________________________________________

4._________________________________________________

5._________________________________________________

6._________________________________________________

7._________________________________________________

Here are a few USP samples for an example business we have come up with. Feel free to use any of these that work for you, or tweak them until they do.

• “The Exact Computer Services You Want, Or Your Money Back!”

• “You Get The Best Service Ever, Or It’s Free!”

• “You Get 24 Hour Service, Or It’s Free!”

You always have to be thinking about what your clients want, not what you think they want or need.

Warning! I see businesses trying to be, “all things to all people,” instead of being specific with their offer. A lot of times, business owners don’t think the market is big enough for the one, two or three things they do very well so they add a few other things. Now, what they’re doing is diversifying their offering so much that their marketing message gets confused. If you can’t tell people what you really do, then your marketing efforts won’t have any power.

You are most likely very good at the services you currently offer; all you have to do is get good at marketing them. I promise, there are plenty of potential clients who are in your specific market.

Write your USP here:

_____________________________________________________

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Are You Being Sucked In By The Advertising “Blind Archery Trap”?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

This strategy is about hitting the “business marketing bull’s eye” and the steps you need to take to get away from the “Blind Archery Trap”. Most business owners run their advertising and marketing as if they were shooting at an archery target with a blindfold on trying to hit the bull’s eye.

In order to avoid the blind archery trap (diagram on next page) you have to target your marketing and concentrate only on marketing that is tractable and measurable. And you want to structure your marketing so that you are not running around looking for potential clients. You want them to come to you.

What is Unconventional Marketing?

Unconventional marketing is a series of automatic systems that deliver to your business pre-interested; pre-motivated and pre-qualified potential clients who want to buy your services and products. It is predictable and dependable and brings you the right amount of potential clients when you want them. All this is done automatically with out much manual labor on your part.

Unconventional Marketing is NOT?

Getting your name out there. Building your image. Running ads in magazines that are not tractable. Begging people for referrals, passing out your business card. Taking people out to lunch. Giving coffee mugs away with your logo on them. Giving out your web site address. Handing out your brochure and price list. Hoping and wishing for people to call you.

So how do you actually sell your computer services and products? How do you communicate it to your potential clients properly? How do you deliver it in a way so that it is enjoyable so people want to do business with you and you don’t come across as a pushy computer geek?

You have to change your positioning so that they are coming to you and you are NOT going after them. We will show you how to structure your marketing so that they are coming to you.

Now we have just flipped the positioning and now you have all the leverage.

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Did You Know…You Are Not Your Own Client

June 12, 2014
/ Business Uncategorized
/ By Bob Britton

Did You Know…You Are Not Your Own Client

Hi Business Owner:

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

This is a mistake that many, many business owners make. What this means is that you do not know what your clients will want or how they will react.

We’ve heard lots of business owners tell us that ‘Well, my clients won’t like that or respond to it’. This is a huge mistake. You are not your client. You don’t know what your client will or won’t do until you try it.

Please don’t call us up and say, “This will never work with my clients.” First of all, that’s very foolish. You don’t know what will or won’t work with your clients. Second of all, these marketing strategies have been tested all over the country. They work. Period.

If you can’t get something to work, call us and we’ll help you get it to work.

We had one business owner tell us, ‘I tried this and it doesn’t work.’ This would be like questioning the laws of aerodynamics every time a plane crashed. No one does that. They ask what was wrong with the plane or what mistake the pilot made.

What he should have said was, ‘I tried this and I couldn’t get it to work.’ Or even better yet, ‘I tried this, I couldn’t get it to work, do you know how I can get it to work?’ Then we would have explained what he was doing wrong so he could correct it. He ended up losing thousands and thousands of dollars because he was so sure this didn’t work!

If you are trying a new product, like a new software program, ask your clients if they would be interested in buying some from you. See what they want in software and see what they don’t want. Then give them what they want.

If you don’t do that, then you need to test small. For example if you find a software program that you think is fantastic and you think your clients will buy it, – don’t buy 100 units and then find out that your clients hate it. Buy a small amount of inventory and see if you can sell it. If you do, then buy a little more. Start small and work your way up. Always remember that you aren’t your own client!

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Do You Know What The Lifetime Value Of Your Client Is?

June 12, 2014
/ Business Uncategorized
/ By Bob Britton

Do You Know What The Lifetime Value Of Your Client Is?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

The name gives the concept away, and it’s so simple that we remain dumbfounded that so many people in business never consider it.

Here’s what it’s all about. By definition, the Lifetime Value Of A Client (LTV) is the total profit produced by an average client over his/her lifetime association with you. Once you know your average clients lifetime value you are then in a position to make a judgment on how much you can afford to spend to convert a prospect into a client.

For example, let’s say that the first time your average new client does business with you she spends $150.00 ($100 for some repair, $50 for an oil change, and tire rotation) she comes back or you go to her every 6 months In the course of one year she is potentially worth $300.00 to you just for service work. She is going to be your client for 7 years. (Then she moves to Florida or gets a divorce, because “life is a moving parade”) In 7 years, she will have spent a minimum of $2,100 with you.

Now you have to figure out how much of that is profit to you. Let’s say its 50%. So you (theoretically) will make $1,050.00 profit on your average client over the next 7 years.

How much are you willing to pay to get a client? You could spend up to $1,050.00 and still break even in 7 years. We don’t suggest that. But up to $50.00 seems reasonable. Wouldn’t you invest $50.00 to get $1,050.00 back in 7 years? But you don’t even have to wait the full 7 years to start getting it back. On the first sale you make money, more than enough to recover the $50.00

Let’s say that your average client refers at least one other client to you. Now your profit from that client is $2,100.00. $1,050.00 from the first client, at $1,050.00 from the referral. Referrals are even more profitable than clients gotten through advertising.

Start calculating the lifetime value of your average client. One of your goals should be to increase this value by getting your clients to refer more often, increasing the average ticket, making repeat clients more frequent, and selling them more product and services.

This is a mistake that many, many business owners make, especially business owners. What this means is that you do not know what your clients will want or how they will react.