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Does Your Message Match Your Market?

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)?

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”?

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

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?

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.

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

Did You Know… No One Cares Who You Are Until They Know How You Can Help Them?

Did You Know… No One Cares Who You Are Until They Know How You Can Help Them?

Hi Business Owner,

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

That simple idea changed our lives and it can change yours too.

 If you want to get people’s attention — in a few words tell them how you can help them — then they’ll want to talk with you.

Once people know how you can help them, they’ll be hungry to hear from you, eager to talk with you. Getting the conversation started is the most important step to being successful. 

Without an easy way to get that initial conversation going, you’ll always be frustrated, no matter how smart or capable you are. That applies to everything from getting a response to emails, web marketing, direct marketing, and any other way you reach out and try to stimulate a response.

 WIIFM

What is WIIFM?

Every human being is tuned into their own little radio station in their head and when confronted with a decision to make, that little voice asks “What’s In It For Me”.

So all your marketing and advertising MUST be geared to WIIFM because they don’t care about anything else.

Pretty selfish Hugh?

Its human nature, don’t fight it- use it to your advantage.

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

Have you done any simple market research?

feedbackillustrationHi Business Owner,

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

This simple strategy will help you turn your business around and get it heading in a profitable direction almost overnight.

 It requires a little extra effort on your part, but if you take action, you will uncover marketing opportunities and rewards that you never knew existed.



Ok, Here’s How:
1. Take a few of your best clients to coffee/lunch and ask them what they like and dislike about your business. Make sure they know that you want the honest truth because you value their opinion; you want to keep them as a client; and you want more clients just like them. 

After the meeting send a thank you letter. Make sure it’s personal. Anything less will weaken your sincerity.



2. Call up some of the clients that have not used you in a while and offer to take them to coffee or lunch. If they don’t want to meet in person, get information from them on the phone. Ask them why they haven’t used you lately; what you can do better; and what you do well. Then ask them if it’s OK for you to send them a ‘special thank you for your help gift’. Send a special offer, just for them. And make sure it has real value.



If you talk with 10 current and former clients and take good notes, you can use this information to improve your business and create marketing messages that target your potential clients more effectively.

 You’ll uncover many strengths and weaknesses. Some of them may shock you. Improve on your strengths, and fix your weaknesses. I guarantee you will get very valuable and useful information from this tip, and you will get a lot of satisfaction from the smart work you will accomplish. You might even get a few unexpected referrals, or win over a disgruntled client.

Asking for the honest, (and sometimes brutal,) truth is one of the hardest things a person or business owner can do. If you can find the inner strength of character to do this exercise, I promise: your life, (and cash flow), are going to start changing in BIG ways.

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 working ON your business, or IN your business?

Are you working On or IN?What the heck does this mean?

Let me explain-

Working in your business means solving problems, scheduling appointments, and managing employees. Any of those things are working in your business.

Working on your business is planning what services you want to expand into, what new niche you might want to target, or thinking about how many new marketing strategies you might want to implement.

Get the difference?

You probably work in your business now. That’s OK. But you also need to work on your business. If you don’t, no one else will. You need to plan to be successful.

As you grow and get bigger, you should work less and less in your business. You can hire others to do that, but you can’t hire anyone to do your job- working on the business.

This is a very powerful strategy.

This strategy is what Walt Disney used to create the huge Disney empire – Disney World, Disney Land, all the Disney characters, Disney movies, etc. Disney is one of the most successful companies in America. One of the reasons for this is that the people at the top work on the business not in the business.

This same strategy will work for you too.

Work less and less in and more and more on your business. You’ll see great results!

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 A Marketing Plan?

Do You Have A Marketing Plan?

Hi Business Owner,

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

This is very important. It may seem obvious but less than 1% of all businesses actually do it. Even though it’s very simple, don’t underestimate its power!

The most important thing about marketing is to have a:

Marketing Plan

More businesses fail because they don’t have a plan or goals. You should have a detailed marketing plan of what you want to accomplish and how you are going to accomplish it.

Don’t be vague either. Things like ‘I want to make more money than I can ever spend’ or ‘I want to make $20,000.00 a month’ –these are not plans. They’re too vague and they won’t help you get there.

Be specific. As you go through this manual pick at least 5 ideas to start with. Write them down. Write how much you are going to make from each idea this week and this month. Then do a 3 month plan. And then do a 6 month plan.

Once you start using the first 5 ideas then add another 5. Then another. Soon you should be using almost all of the money making marketing strategies in this manual. (We say most because there might be one or two that just aren’t you. That’s OK. Use the ones that you are most excited about to begin with then branch out.)

Your plan should include money goals. Try to put your money goals in net (take home) to you, not gross. We know gross is what you are used to thinking in but net is obviously more important. One Business owner might do $250,000.00 in gross. It sounds impressive, right? But, after it’s all said and done if he only nets $50,000.00- that’s not very impressive at all.

First examine your current numbers. More than 80% of all businesses don’t know how many clients they get a month. That’s a deadly sin. You must know how you are currently doing.

You should know how many new clients you get each month, how much you make from each client and how much it costs you to acquire a new client.

Here’s an example:

Jake is a fictitious business owner. (The following scenario is full of numbers and figures chosen only for the sake of the illustration.) He’s been in business for 2 years. He gets most of his clients from walk-ins and from his yellow page’s ad.

He grosses $15,000 a month. His average ticket is $100.00

Therefore he gets 150 clients a month.

His net is 25% of gross or 3,750.

Jake wants to double his net income in 6 months, triple in 12 months. (We don’t blame him.)

Considering that Jake doesn’t know any of our marketing secrets (like how to charge more for his services), he will have to get twice as many clients to double his business.

Goal: 300 clients a month.

He currently gets 100 clients a month from his “store visits” and about 50 from his yellow pages ads. But he gets around 15 calls a month from his yellow pages and about 30 “store visits” a week that ask questions but don’t buy or schedule a service call. So he currently only ‘converts’ about 65% of all his prospects.

If he doesn’t learn any of our methods to improve his 65% conversion ratio, then he’ll have to get 405 prospects to get 300 clients.

His plan to get 405 prospects:

100 from his store visits
50 from his Yellow Pages
20 from his new mover letters
90 from his 3-step Letter
50 from repeat service contacts
30 from emailing current clients
30 from the internet
30 from her referral Program =
405 Prospects

You should have a weekly plan. Schedule 15 min. out of one day to make up your weekly plan and to see how you did the last week. Schedule this time and keep to it. Don’t see any clients during this time, keep it strictly for planning. If you do just this and not one more of our secrets, you will easily double your income in 12 months.

Of course, Jake didn’t know any of our secrets to double the profit from all his clients. If he did both- double his profits from each client and double the amount of clients, he’d quadruple his business in less than 6 months.

Your weekly plan should include the following:

Goal for total net income.
Goal for number of new clients.
Goal for number of repeat clients.
Goal for number of referrals.
Average net income from each client.
The number of prospects you’ll have to generate to reach your goal.
A detailed plan to generate the number of prospects you need.

Your plan doesn’t need to be typed or put into a computer. It can be handwritten on paper. The important part is that you do a plan every single week and keep on top of things.

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

Developing an Easy, Lucrative, and Autopilot Business

Developing an Easy, Lucrative, and Autopilot Business

Hi Business Owner,

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

There are two ways you can build your business. You can do it the hard way (this is most likely the way you are doing right now) or you can do it the easy way.

Sometimes building your business the hard way can be lucrative and you can make a lot of money but it is a struggle, makes your life hard, so what is the point of it.

Building your business the easy way will be a new concept for you.

Most people think that in order to get a business to succeed it has to be hard. Through the unconventional marketing systems you will learn throughout this program your business will be fun, easy, and very profitable. You will make a lot more money in your business and you can do it easily and quickly. There is a lot more to life than going through a series of tough struggles to get what you want.

Using great unconventional marketing makes selling easy and most of the time unnecessary.

Most people interchange marketing and selling or are confused on the differences. Selling is face to face or person to person over the telephone. Marketing comes before selling and is what you do to get the prospects to you so you can sell them. We have created unconventional marketing processes for your business that will allow you to, in many ways eliminate selling face to face.

When unconventional marketing is done right it will deliver to you people who are pre-qualified, pre-interested, and pre-motivated to do business with you. It will screen, sift and sort people who want to talk with you and get rid of people who you should not be talking to. Sometimes in selling an enormous amount of time is wasted talking with people who have no interest in the services or products you offer. When the unconventional marketing is done right like we are going to show you, you’re not going to have much difficulty selling because the marketing process automatically did all the work.

Always remember that unconventional marketing done properly is the fastest way to get clients.

Everything in this program is easy to understand, implement, and completely ethical.

Businesses who have the biggest profits are not necessarily the hardest workers;

They are the smartest workers.

Working hard can only get you so far. There is no limit to your profit if you learn to work smart. And you will not have to sacrifice any part of your life or time with your family to dramatically increase your net profits.

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