Fast Easy Profits

Quick And Easy Ways To
Help You Bring More Profits

To Your Business In
The Shortest Time Possible
By Millard Grubb
Author, Speaker &
Entrepreneur Business Coach
NOTICE: You Do Have the Right

Fast, Easy Ways To
Business Profits to Reprint or Resell this Report!
Notes
You Also MAY Give Away,

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Sell or Share the Content Herein
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You CANNOT Sell The RIGHTS to THIS Report
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If you obtained this report from anywhere other than

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http://www.millardgrubb.com , you have a pirated copy.
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Please help stop Internet crime by reporting this to: magicsuccess@mac.com
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2011 Copyright Millard W. Grubb
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All Rights Reserved. No part of this report may be reproduced or transmitted

in any form whatsoever,
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electronic, or mechanical, including photocopying, recording, or by any informational storage or retrieval
system without express written, dated and signed permission from the author.
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DISCLAIMER AND/OR LEGAL NOTICE:
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The information presented herein represents the view of the author and his
experience as of the date of
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publication. Because of the rate in which conditions change, the author reserves the right to alter and
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update his opinion based on new conditions. This report is for informational
purposes only. While every
attempt has been made to verify the information provided in this report, neither the author, nor his
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affiliates/partners assume any responsibility for errors, inaccuracies or omissions.
Any slights of people or
organizations are unintentional. If advice concerning legal or related matters is needed, the services of a
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fully qualified professional should be sought. This report is not intended for
use as a source of legal or
accounting advice. You should be aware of any laws which govern business transactions or other business
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practices in your country or state. Any reference to any person or business
whether living or dead is
purely coincidental.
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2011 All rights reserved
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Notes
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How Best To Study

This Manual
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Make a point to go quickly through this material to get an

overall picture of what you can do with the information for your
business.
This manual is printed for ease of study, leaving lots of
space for your notes. You are encouraged to mark in the manual.
As you are studying, any questions you may have and comments
can be so marked. This will enable you to locate questions you
would like to have answered much faster, and they will be in the
section to which they apply. Plus, you can go back to your notes
after the first run-through and spend further thought on particular
methods that can be expanded in your particular business.
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You should attempt to get a general overview as you read

through the manual the first time. Rather than possibly getting
hung up on something which is detailed and will require your in
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Business Profits
depth study, I would suggest that you try to get the feel and
overall picture first.
In this manual, as with so many other books, there are
many things which really cannot actually be taught - they must be
learned by experience.
Notes
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Unfortunately, all too many training programs of various

types seem to ignore this fact, trying to convey that their
instructions are absolute, and will apply in every situation. They
appear to indicate that your learning process will end with the
completion of their course or seminar and that you will have
everything you need to know. However, this is simply not true the learning process must be ongoing. You have got to apply what
you learn here to your specific situation.
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There are examples in other businesses that you might not

think would apply to you. But with a little thought and tweaking,
youll find many items that will make your profits come in faster
like magic!
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1.
Marketing is a process, not an event
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Marketing is not something you do one time. It is a

continuing process. It's not running one ad or doing a sales letter
promotion one time. As we use the term in this publication, it is
using many different methods to promote a business. Each
strategy, tactic, and tip will result in its own increases in sales.
Used in combination, however, the results will multiply. Each
strategy will add to the others used.
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To do it right, it requires a little effort. It involves the

process of continuously attempting to add new customers, getting
all customers to spend more each time, and increasing the
frequency of their purchases.
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Little tips are not to be forgotten. When used with larger

marketing campaigns, they can not help but to add to sales and
profits. When many things are used as part of an ongoing
marketing process, a synergistic effect is produced. Each feeds off
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and adds to the others. The total indeed, is greater than the sum of
its parts.
Marketing is making use of every opportunity we see to
reach customers and prospects within our plan. It is using referrals
and endorsements, using direct mail, and using joint ventures for
our benefit. It is only using direct response vehicles so that we
may measure our results. It is testing and learning from it. It is
talking with other business owners and sharing ideas. All these
things together will make our marketing job easier and infinitely
more successful. Our efforts will know NO Bounds!
Notes
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2. There are only three ways to grow a

business
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Within the many ideas to increase business, there are only

three basic methods to increase and grow your business:
Increase the number of customers, increase the amount of the sale
to each customer, and increase the frequency with which each
customer purchases from your business.
Most businesses attempt to increase the number of
customers purchasing from them. However, this is by far the most
difficult of the three methods of growth and, the most
expensive. So, why does virtually every business you see use this
inefficient method. Mostly because they know no other way, and
have been doing it this way so long that it has become habit with
them.
It is approximately five times more expensive to gain a new
customer than to re-sell a prior one. Think about that statement.
You will discover that you can increase your business far easier
than you realize by re-selling your current and prior customers.
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What if your product is not repetitively purchases? In that

case, try adding some additional products to your line. Explore
and consider items which are allied to your main product. Will it
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Business Profits
produce benefits for your customer? Will they appreciate it? Will
they buy it?
If you can find an item which can be repeatedly sold time
after time to a customer, so much the better. If so, you will
discover additional techniques and strategies to increase your
business later on.
Notes
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3. Marketing is the best way to gain the

highest leverage
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If you spend $5,000.00 on an advertisement or a sales

letter, it will cost you that $5,000.00 whether it brings results or
not - if you get 50, 100, or 500 orders, your cost is still the same.
Testing and comparing results against a "control" allows you to
gain tremendous leverage. Should you add ten percent in sales or
even double sales, the expenditure will be that same $5,000.00. A
change in your body copy may make a difference of 500%.
Adding a risk-free guarantee may add 300 percent. A change in
headlines has been known to increase sale by 2,100 percent!
That's REAL leverage!
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We owe it to ourselves to try to optimize our business.

Marketing is the absolute best way to do that. Subtle changes,
which cost nothing, can greatly increase our bottom line. Trying
new ideas in small tests can uncover profitable methods without
much risk.
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4.
Don't try to tell the market what it wants let the market tell you
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Although an important factor in success, few owners of

businesses realize that one can (and should) never try to dictate to
the market.
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We, as entrepreneurs, have absolutely no right to do this.
Rather, we need to let the prospect/customer tell us what they
want. After all, they vote with their pocketbooks, and that is the
only vote which really counts.
This means comparing the different results we may get
from running different headlines, propositions, prices, and terms.
By simple testing of one variable at a time, we can discover which
will produce more results. When we find the winner, that one
becomes our new control. Then we can test new versions against
the control, and replacing the control when a substantially better
result occurs.
Therefore, we should adopt the idea of being in constant
search of finding better and better ways of saying and doing the
same thing. This experimentation and testing must become part of
our normal way of looking at our business. We will constantly
strive to answer the question of "how high is high."
Notes
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5.
Changing and developing your mindset
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Do yourself a favor right now - forget everything you may

already know about marketing. The "old school" methods of
marketing, as well as what they teach in colleges and business
schools does not work well in the "real world" of today. The
standard approach of advertising agencies is hogwash in
effectiveness, and is truly ONLY for companies with very deep
pockets. That's not us.
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To be an effective marketer, one must learn to develop

marketing programs which include non-traditional strategies and
tectonics. We must adapt to new ideas of marketing, using our
heads more than our checkbooks. We must be creative. We will
use our intellect and our brains. We have to learn to compete on
many different planes. To survive and prosper, we need to begin
to look at the many alternative ways of marketing. Since few other
businesses use new non-traditional marketing, we WILL succeed,
and be so successful our competition will be left in the dust.
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Our learning and studying new methods will never stop.
For the moment an owner of a business stops moving forward, he
begins moving backwards - this will NEVER happen to us.
Beginning today we WILL win!!!
Notes
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6.
Non-traditional marketing
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Essentially, non-traditional marketing, as used here, is not

using "standard" methods which most every other business,
including your competition uses. It is using procedures which are
of no cost or cost very little to produce even greater results than
what we were doing. It involves using a combination of methods
of marketing in a defined, yet changeable, marketing plan. Nontraditional marketing is measuring the results we get, making each
effort pay it's way, and testing various components to find the best
one to use.
There is no mystery to non-traditional marketing. While it
makes a lot of sense, few businesses employ the power of the
strategies. This fact alone will enable your company to run rings
around your competition. They'll never know many of the
procedures you use, and, even if they did, they would be at a loss
to understand them.
While one or two strategies can do much for your bottom
line, it will be the use of many which will create awesome results.
The creative mind is at its best when focused upon marketing by
any and all means - not the way everyone has done it for years.
Profits can grow exponentially when a combination marketing plan
using many of the non-traditional methods is used.
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7.
Develop a flexible marketing plan
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After you have studied all of the information found in the

publication, it is time for you to write a marketing plan. Focus on
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exactly what you will do, and when you will begin each project
Try to estimate how long it may take to see the results of all
promotion campaigns you will do. Making your plan on a calendar
is a good idea. You can see how overlapping ideas and campaigns
may affect each other. Also, use the calendar to fill in your
tracking results. This will allow you to clearly see how each
strategy did, as well as measure the results when two or more are
used at the same time.
Make your original marketing plan highly flexible though.
As you discover very profitable things you did, you will want to do
them again. And, the ones which prove to be not profitable should
be eliminated. Using different colors of highlighter pen to indicate
how long you expect results to last will make it easy for you to
visually see how the results measure up to your expectations.
Notes
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8.
There is no "right" or "wrong"
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Marketing is part art and part science. It is important to

keep in mind that there simply is no true right or wrong. What
becomes right is those things which work well for your business.
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By continuing to refine your marketing, testing different

items along the way, you will strive for the optimum combination
of factors for your success. You stop using your control headline,
for example, and adopt a new one to use in its place. This does not
mean that the old control did not work, it means that the new
wording produced better results.
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Or, if an ad you run a print advertisement and it does not

pull very well, that does not mean that running print ads is wrong it just did not work effectively this time. It can be of value for the
learning experience and testing. Take the time to attempt to learn
from every marketing experience you have, whether or not they
work well.
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Notes
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9.
P.M.A. Personal Marketing Advantage
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The establishment of a P.M.A., or, Personal Marketing

Advantage, can really make a decided difference in your business.
Basically, a P.M.A. is the one thing which you give to your
customers that no one else does. It could be that you have the
largest selection, or, the best price, or, you have the best warranty.
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What separates your business from all the competition?

What will customers and prospects find unique? Don't say quality
or service or convenience - those are much too general Write a few
different paragraphs. Then, narrow it down to one paragraph.
Then, further narrow it down to one sentence. Articulate it very
clearly.
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It might take you some time to come up with a powerful

P.M.A., but it will be well worth the effort. You will crystallize
for yourself, and for each prospect and customer, exactly why they
should be dealing with your company.
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When you have finalized your P.M.A. use it in every ad, in

every sales letter, in every flyer. In other words, use it virtually
everywhere - in all of your promotions and other printed material.
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10.
Use Direct Response Ads
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Don't fall into the trap most other businesses use - that of
running an ad which basically says "here we are - deal with us we're great." Most ads and flyers are of this image type. That's
also the kind of ads which agencies like to turn out. Require more
from your ads. Put a direct response vehicle in every one. That
means ask a prospect or customer to DO something - bring a
coupon into your store, call for a free informational report, or mail
in a request. Doing this will enable you to key each ad and know
what responses came from which ad, letter, or flyer. This critical
measurement will show you which ones to continue to use for the
most profits. How else could one possible know which is best?
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This tactic is one of the most important you will ever learn.
Use it every time, without fail. Every ad ... every sales letter ...
every flyer ... everything!
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11.
If It Works Dont Fix It!
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A common mistake many business owners make is to stop

using an ad, a flyer, a sales letter, or other promotional method
because they get tired of it. There simply is no reason for doing
this. The average business owner will tire of promotions long
before the public will. Until you reach a saturation level, which
takes a long time to reach, keep on using the promotion as long as
it produces satisfactory results.
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A satisfactory result is one of which you are pleased.

When you track your results, you will know without a doubt if that
particular promotion is worthwhile. Whether results increase or
decrease is immaterial, as long as a satisfactory level is obtained.
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Please dont fall into another trap - that of feeling a need to

make a profit on each and every sale. If you have a back-end, or
will be able to develop one, that need will simply disappear. Many
business owners have quickly discovered that the back-end can
provide the majority of the firms profits.
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12.
Lifetime Value of A Customer
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Very few owners of businesses make this important

analysis. They don't realize the importance of knowing. Most
times do not know of the strategy. What a powerful strategy it is!
It will lead to you into such a valuable approach of looking at your
business that you will be astounded and amazed.
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Now, what does lifetime value really mean? Simple: Its
the amount a customer will spend with you from his/her first
purchase through the last purchase. IF actual figures are not
available use your best guess and use a conservative. That is,
what amount will an average customer spend with your firm while
he is doing business with your company. Analyze the results. See
how much back-end you have developed, and how effective it is.
Once you know the structure of your profits, as well as the
sources, you can then establish how much you can invest in order
to gain a new customer. If the average customer has a lifetime
value which is based upon sales made after the initial sale, you
may well be prudent to break even, or loose a little on the first sale.
You will make money on the back-end with additional sales.
Once you have figures available you will be able to
concentrate even more energy on your current and prior customers
and back-end, greatly increasing your profits.
Notes
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13. Avoid the 10 most common business

suicide blunders
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There are ten important mistakes which the vast majority of

business owners make. Briefly, they are as follows:
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1. Not testing - One MUST test in order to measure the

alternatives and gain the maximum value from each marketing
effort you employ.
2. Running institutional ads instead of direct response ads You have no way to measure the results from institutional ads.
Comparisons are impossible. Those using these ads can never
know how high is high.
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3. Not ascertaining and developing a Personal Marketing

Advantage (PMA) and articulating it clearly as an integral part of
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all marketing - you need to tell customers and prospects why they
should deal with you instead of another business. What sets you
apart?
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4. Not having a back-end - Adding profits by selling more

items to customers.
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5. Failing to determine and address your customers' and

prospects' needs - What do they need and what do they want?
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6. Forgetting, or never recognizing, that you have to both

sell and educate your way out of a business problem; you can't just
cut the price - you must tell the people WHY.
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7. Failing to make doing business with your company easy,

appealing, desirable and even fun - It must be easy to deal with
you.
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8. Failing to tell the reasons why - the more you tell, the
more you sell.
9. Not sticking with marketing campaigns that are still
working - Owners will get tired of promotions long before the
public stops responding.
10. Focus on the intended customer and no one else - have
you ever read an ad or sales letter and not known to whom it was
directed? Don't make this mistake.
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14. Holding a customer's check until they are

satisfied
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Here's a simple procedure you can employ effectively to

add credibility to your guarantee. Give it a try. Normally use a
term of 30 or 60 days. Make sure that you have the ability to
finance the costs - the product itself plus the cost of the promotion.
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Your wording may go something like this ..... "so, try it for
a full 30 days. We won't consider the sale binding until you have
the opportunity to put the XYZ Widget through its paces. In fact,
we won't even cash your check or charge your charge card for 30
days. On the unlikely event you should decide to return the
Widget, for any reason, we will send your check or uncharged
charge slip back to you immediately - no hassles and no questions
asked ..... no hard feelings, either."
This procedure adds an enormous credibility factor to your
product and the guarantee you offer. It states silently, that you
have full confidence that your product will bring about the desired
results that, in essence, you want a prospect to test it out for 30 or
60 days.
Notes
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15. Background Radio Versus Foreground

Radio
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Radio has two distinct and different formats. Background

radio is the type to which people do not necessarily pay attention to
the entire broadcast. The best example are stations which play
music. The attention of the listener may weave in and out. Any ad
you place on this type of radio broadcast must have a powerful
headline to get the listener's attention. Without such an attention
grabber, your ad will be wasted.
The second kind of radio is foreground radio. In this type
of broadcast, such as talk radio, the listener usually will constantly
be attentive. Although his attention may waiver, he will be
listening for the most part. Your ad on this foreground radio
medium should also have a powerful headline, but your copy does
not need to be quite as well thought out and presented.
One of the most potentially productive methods of using
radio effectively is to be interviewed on a talk show. Pick a topic
of wide appeal in order to interest the highest number of listeners.
If a radio station will feature listener call-in segments, these
segments will allow you to "show off" your expertise. There are
some radio stations will offer a block of time in their paid
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advertising package. Although an advertiser would pay for this, it
will come off as a "regular" talk show. You will be able to
mention how to get your product many times. Call several radio
stations to see what they offer and what types of talk shows they
currently have.
Notes
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16.
A "tax-sheltering" marketing technique
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Here's a simple strategy which can delay income taxes for

you. Since there are few tax shelters left, every new discovery can
be meaningful. Well, here's one for you:
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After testing and finding a winner of your promotion and

you are ready to "roll out" your program, do so near the end of a
year, either calendar or physical as appropriate. This strategy will
give you an immediate deduction the year you incur the expense.
And, of course, the sales and income the promotion produces will
be reflected in the following year's tax return.
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Therefore, you can delay some taxes you pay for the
current year
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17. Tell your prospect exactly what satisfaction

looks like
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In your sales pitch, whether in person or on paper, you

should carefully explain to a customer or prospect exactly what
satisfaction will look like. This is especially true in emphasizing
your guarantee. A statement such as "satisfaction fully guarantee"
is not proper. It leaves the customer or prospect to what
satisfaction really is to mean. Thus, it will mean different things to
different people.
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Be explicit. Use detailed descriptions. Paint a picture for
the prospect. Take him verbally through the exact results he can
expect. A few short samples follow:
You will earn at least $5,000.00 by implementing the
concepts you find here.
You will have the best nights sleep you have ever had.
And, you'll wake up refreshed and ready to tackle the world.
Each pie or cake you bake will be greeted with resounding
joy. Your neighbors will say you're the best baker on the block.
All your friends will simply marvel at your new found
energy and stamina. You will feel so good and now know you can
accomplish virtually anything.
Notes
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18.
Direct mail
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Direct mail is one of the most effective methods of

reaching your current customers, inactive customers, and new
prospects. You may loathe all the "junk mail" you receive, but it
surely does work. Tens of millions are sent every year.
Although you can mail flyers, sale announcements, or
postcards, the sales letter is the real "workhorse" of direct mail. As
the workhorse, it is used to market $9.95 books to $50,000.00
seminars, and everything in-between. When a lengthy amount of
copy must be used, the company doing the promotion will
invariably choose a sales letter format. There is no limit to the
space one may use in a sales letter. Some would argue that people
will not read lengthy copy; however, this simply is not true.
Exactly the people you want to read it, those interested, will read
every word.
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Direct mail can be most effective when targeted to people

who would be interested in the product being offered, and would
be in a group most likely to fit your "profile" of as ideal customer.
You can target within your own customer and prospect list or rent
names and addresses of likely groups.
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Notes
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19.
Referrals
Notes
_________________________
The use of referrals is a very powerful strategy which every

business should use. You probably have had good "word of
mouth" advertising, but have never been able to measure it. You
have most likely had people call or come in, but never knew (or,
cared) how they happened to come in or call.
_________________________
Most business owners go about getting referrals in the

wrong way - they beg for them. This is not necessary.
_________________________
My suggestion is to write a charming letter to your current

customers and offer some little gift to them and to a new prospect
if they come in together. The gift can be of any value you select.
If you have measured the lifetime value of a customer, you will
know, on average, how much every new customer is worth to your
business.
_________________________
Set up a formal referral system, and let it be known to all of

your customers. Take advantage of this powerful strategy to grow
your business. Each customer is likely to have many friends and
acquaintances who would fit your target profile.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
20.
Educate the consumer
_________________________
_________________________
_________________________
Very few ads, sales letters, and other forms of promotions

take the time to educate the consumer. Just take a look for
yourself. Look at the plethora of ads which say little or nothing.
But, you should not be like everyone else. Just because they do it,
does not mean that it is the right thing to do.
_________________________
How should you educate? Explain exactly what your offer

is and how it will provide benefits to your customer/prospect.
_______________________
_________________________
_________________________
_________________________
It is not enough to give the features of a product - you must

tell the ultimate benefits a customer can get from using your
product. The easiest way to determine how to convey this
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important message is to ask the question "so what?" When you
answer this and a second customer question of "what's in it for me"
you will have arrived at knowing just what to say and how to
present it.
Notes
_________________________
_________________________
_________________________
21. Listening - Be Interested Rather than

Interesting
When you are in a conversation with anyone, especially
your customers, make sure that you adopt the attitude of being
interested rather than being interesting. Remember that the other
person really cares to be heard and understood. He is more
concerned, as well he should be, about himself than about you.
When you listen carefully you will find that the other person(s)
will immediately "perk up" and disclose much more information o
you. You can gain valuable insights as to what your customers
likes and dislikes are.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Keep in mind that while you are talking you cannot learn.
Your attention focuses on what you are saying and how to express
it. Listening will allow your mind to concentrate on what the other
person is saying. When you show you are truly interested in your
customers concerns not only will you gain valuable insight, but
your customer will walk away at the end of the conversation
feeling good about the conversation.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
22.
Risk Reversal
_________________________
_________________________
_________________________
In a sales transaction, either the seller or buyer is asked

(stated, or not) to take on the risk of the purchase. In many cases
the purchaser is the one who is the person absorbing this risk - or,
at least, he perceives it this way. They buy it - they own it - like it
or not - whether is works or not - whether it lasts or not.
_______________________
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A major flaw appears: most business owners will refund
and take back the item(s) sold if the customer brings it back, make
an adjustment, exchange it, or otherwise satisfy the customer.
However, they tend to sweep the guarantee under the rug. This is a
big mistake.
A refund guarantee should not only be mentioned in your
offer to your customer, it should be emphasized, embellished, and
stated more than once.
If you do not offer a risk reversal, let me suggest that you
will greatly increase you sales and income by so doing. You may
say that people will take advantage of you. Your
returns/adjustments may increase slightly. However, your sales
will increase in such a dramatic fashion that the slight increase
wont matter.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Taking the step further, you can offer a better than risk free
offer. Using this option will create even more sales and income.
A better than risk free offer is offering bonuses with the offer, and
making it clear to the customer or prospect that he may keep the
bonuses even if he should return the product for a refund.
_________________________
A natural for a risk free offer is informational material.

Information reports are the easiest item to produce, and can have a
high perceived value. For example, a report may be priced at
$25.00, but cost only a dollar to print. Thats leverage! Your sales
could easily soar if you will employ this simply method.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
23.
Write copy to one person at a time
_________________________
_________________________
_________________________
Every ad you run is read by one person at a time. Each

sales letter you mail is read by one person at a time. In each
telephone call you talk to just one person at a time.
_________________________
_________________________
_______________________
Because of these facts, you should compose your copy as

though you are talking to that one individual and not a mass of
people. Talk directly to your prospect; make him feel you are
interested on him alone, and no one else. Embellish the benefits he
will receive. Use liberally the word you. It's very important.
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Show him that you care about him as an individual and are looking
out for his well-being.
Notes
_________________________
_________________________
24.
The best way to learn is by doing
_________________________
_________________________
It has been said that there is no substitute for experience.

This certainly holds true in business, especially in the field of
marketing. One can master specific marketing skills, yet still be
lacking. You simply must use a concept and put it into motion
before you gain the full effects of the learning experience.
Psychologist say we can remember twenty percent of what
we read, fifty percent of what we see, and eighty to ninety percent
of what we DO. That's pretty powerful. Only by doing can we
fully learn what works and what does not. We can see the results,
make comparisons, and refine our methods.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
25.
Current customers
_________________________
_________________________
The single most important asset a business has is their

current customers. These people have already purchased products
from you, and presumably were satisfied. They are pre-disposed to
purchase from you again and again. It is much easier to sell to
these customers than it is to bring in a new one.
If you do not yet have your customers on a computer
database, creating and using one will be one of the best things you
can do to make more sales. Capturing information about a
customer is easy. You can accomplish it through several means:
just ask for it at your cash register, hold a contest or drawing, make
up customer discount cards, and printing coupons are effective
methods to use.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Once you have built a database, allocate a portion of your

marketing budget to reselling your current customer base. If you
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have no further products to sell, find a few products you can buy
wholesale that your customers would be interested in. Or, create
your own product - information sells well and is a snap to create
and print.
Notes
_________________________
_________________________
_________________________
26.
A Great Line to Add to Your Mailer
_________________________
_________________________
_________________________
Sometimes one little extra bit of writing can add so much to

the impact of your mailer or ad. Try a line similar to this one in
your guarantee: "If you don't loose at least 10 pounds in the next
month and feel 50% better, simply return the book for a 100%
refund, no questions asked, and no hard feelings either." The last
little section is more powerful than you might imagine.
A small change can also make a subtle difference in your
mailer. By signing the mailer "Warmly" instead of "Sincerely" of
"Very truly yours" create a more "friendly" atmosphere to your
promotion. In general avoid big and technical words and phrases.
Have your promotion come across as though you were sitting in
the customer's living room having a conversation with them.
27.
Write a book
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Something almost magical happens after you write and

publish a book. All of sudden, one is thought of as an expert in the
field covered by the book. Authoring a book gives you almost
immediate gains. It adds prestige and credibility. It can open new
vistas for you in many areas.
_________________________
For the subject matter, think of those fields in which you

have an expertise. They could be found within your own business
or a hobby. The subject could be a procedure you have developed
and refined, or a knowledge that your industry does not normally
know about. Virtually any field could work for you, providing that
the marketplace would buy your book.
_________________________
_________________________
_________________________
_________________________
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You can test the marketplace to see if people will buy your
book even before you finish writing it. You can test small ads and
small quantities of sales letters without risking a lot of money.
You will know quickly if you have a subject matter which is
needed and will sell.
You can self-publish your work to keep the costs down. If
you use 8 1/2 x 11 inch paper, you can even have it photocopied.
Today's photocopy machines are of great quality. Then you can
have them bound, or put them into a three ring binder. This
process can save you thousands of dollars in up-front costs of
printing, or hours of frustration looking for a publisher. Each year,
thousands of books are self-published.
Notes
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_________________________
_________________________
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_________________________
_________________________
_________________________
_________________________
28. Study marketing books, CDs, etc. - always

keep learning
_________________________
_________________________
_________________________
_________________________
Learning marketing should be a continuing process. It

should never stop. One can never learn it all. One must open the
mind to as many concepts as possible. As we never know where
we will find a winning idea, we must open our minds to input from
all directions. We may find that an idea in use in a totally different
industry can be easily adapted and changed to fit our use. Some of
the greatest ad campaigns were developed by reusing ideas used
before.
_________________________
Look at things from a new perspective. Examine the

possibilities. Come at things sideways, backwards, and diagonally.
Seek others' viewpoints. Always remember that other people have
had a wide variety of experiences, and these experiences are totally
different from yours. You can learn much information from others
- use it to your advantage.
_________________________
Like life itself, learning is a continuous process. Each new

factor discovered will build upon the knowledge you already have.
Use a building block pattern to enhance your knowledge and skills.
Master these skills. Practice them. Review them often.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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As you put together a library of books and CDs, read and
listen again and again. You will soon discover that you pick up
something new each time. Repetition is the key.
Notes
_________________________
_________________________
29. Realize that TV is Both an Audio and

Video medium
_________________________
_________________________
_________________________
_________________________
If you are planning on TV advertising, make sure you

follow this advice. Most people think of TV as only a video
medium. However, it is also an audio medium. You can prove it
to yourself. How many times have you looked away, gone to the
kitchen or bathroom, or otherwise not paid attention when a
commercial break is on TV? Some advertisers will show pictures
and not have video at that time. You must realize that your TV ad
needs to have audio in order to enhance the video portion.
_________________________
If your ad shows your company address and/or phone

number (which is should), make sure that both are read aloud and
that they appear on the screen for more than a few seconds. Allow
enough time for in interested party to get a pen and pencil and
write down that information.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
30. Give a Monthly Bonus to Your Top

Producers
_________________________
_________________________
_________________________
_________________________
If you have salespersons, either outside salespersons or instore clerks, there is no better way to increase sales than to give
monthly bonuses. If you announce a bonus for the best results
measured by sales you will quickly find that each salesperson will
strive more in order to win the bonus.
_________________________
_________________________
_______________________
You can also add other specific types of bonuses, such as

one for reactivating old customers, producing the highest
percentage increase in sales from the previous month, or gaining
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the most new customers. Let your mind wander to come up with
additional ideas. Your bonus program will be very beneficial to
your business. Testing a bonus of a prize other than cash can
prove to be beneficial. You may well discover that your
salespersons will be more motivated, for example, by a weekend
getaway or color TV than by the cash equivalent.
Notes
_________________________
_________________________
_________________________
_________________________
31. Exactly who is your ideal potential

customer/client?
_________________________
_________________________
_________________________
_________________________
You must determine what type of person is your ideal

customer or client. Where do they live? In a house or an
apartment? Where do they shop? To what organizations are they
likely to belong? Church affiliations? To which magazines and
newspapers do the tend to subscribe? Setup a "profile" of this
ideal customer or client.
Once you have determined what the profile is, then look for
places you can advertise to reach as many as possible. Examine
who may already be selling to them. Pose to those businesses joint
ventures in which you can access their mailing lists. See if you can
do an endorsed mailing to the members of an organization to
which your profile customer tends to belong.
Endorsements and joint ventures are such powerful
strategies to grow your business, because you access people who
would already have a pre-disposition to be very interested in your
product. Don't ignore the vast possibilities in these two strategies.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
32.
Become a preferred provider
_________________________
_________________________
_______________________
Here is another way to get referrals. In addition to getting

them from your customers, this strategy involves another company
or organization. Contact various companies and organizations and
see if you can be set up as a preferred provider of your products.
You would be recommended to their employees and/or members in
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exchange for your paying them a fee or a commission on each sale
made to the people the recommend to you.
Draw up an agreement explaining what each side brings to
the table. Use a simple letter agreement rather than a formal
contract filled with legalese. By making the agreement less
threatening, you will make it easier to understand, and find more
companies and organizations comfortable in working with you.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
33.
The Best and Worst Pages on the Internet
_________________________
_________________________
There are many lists of peoples opinion of the best and

worst websites they've seen on the net. Most lists accept
nominations by anyone for a site to be placed on each list. The
advantage of a site being listed on such a list is the fantastic
generations of visitors to the sites listed. Even being listed on a list
of the worst sites will get your site tons of hits. A large number of
people will be interested to see why the listed site is so bad. Many
will visit the sites.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
34.
Overcoming buyer's remorse
_________________________
_________________________
Buyer's remorse is a known phenomenon which occurs in

many purchases. Many times the customer will experience a regret
about making the purchase. Subtly, he questions if he did the right
thing.
In some cases buyer's remorse is minor, in other cases it is
major. In extreme cases, a customer may blame a pushy
salesperson or you company. Very seldom will we get an
indication of when this event happens.
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
One way we can overcome significant problems arising is

to send a letter to a customer soon after his purchase. Congratulate
him on his right decision and remind him how much he will get
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from the benefits of ownership of his new purchase. As few
companies do this, your firm will stand out as unusual and special one with which the customer enjoys doing business. Of course,
you can include some more flyers with this letter. You'll find a
customer is more receptive to new offers.
Notes
_________________________
_________________________
_________________________
_________________________
35.
Save "White Mail"
_________________________
_________________________
"White Mail" is any favorable mail you receive. It can be

received by letter or by email. There are two major purposes to
saving a copy of each piece you should receive. The first reason is
that of having feed form customers as to what they like about your
product, service, or store. Logically, when you find out what
customers like, you will want to do more of it. Chances are great
that if a customer takes the time to send you a letter or email, their
comments would likewise apply to countless other customers.
The second purpose of saving such mail is to obtain great
endorsements for your product or service. Unsolicited comments
tend to be more open and honest than those which you solicit. Ask
the customer for his/her permission to use part of their mail in your
promotions, and give credit to them as the sender. Most will agree,
and you will have some powerful testimonials. Use them to your
promotional advantage. When you say how great your product is
people assume that is part of your salesmanship. When someone
else praise your product or service it is more meaningful and
powerful.
36.
New Ideas From Strange Sources
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
You can find new ideas from unusual sources.
_______________________
The other day, one of the banks I use sent my monthly

statement on a standard 8 & 1/2 x 11 paper, but three hole
punched. This way I, and other bank customers, can keep the
monthly statements in a three ring binder all together. This very
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useful idea was so simple I had to admire the creativity of the bank
employee who came up with the idea. This example is just one of
many on which I would comment "Gee, I wonder why no one
thought of that before!"
Great ideas can come from anywhere from anybody. Think
about Post-It Notes, TV Remote Controls, Accessing the net with a
cell phone, and hundreds of other ideas which are used in a daily
manner. Let your mind be open to such new ideas and see how
they can help your business or be modified to do so.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
37. Revelations come to different people in

different ways
_________________________
_________________________
_________________________
_________________________
Usually people would not give a second thought to this

simple concept. However, it is a fact, and therefore becomes a
element within the learning process. Some people are visual ...
some are more auditory ... and still others are more the "feeling"
kind. Each type of person will learn best when things are
presented in a particular way. We therefore have an obligation to
ourselves to present our offers using various techniques to
emphasize differing perspectives.
_________________________
We can interweave different methods of making the same

offer. We can do this within the same promotion, or use one
promotion to present each method in a separate package, test the
results of each, and measure one against the other.
_________________________
In our personal study of methods of growing our

businesses, the more ways we are exposed to an idea, concept, or
strategy, the better off we are. We need to examine things from
differing perspectives. Repetition and redundancy become
significant when we look at something through the eyes of another
person. He will see and present things in possibly a totally new
perspective. Each new way of looking at the same thing will add
to your knowledge and understanding base.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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38. Don't Let Graphics or Pictures Overpower

Your Message
Notes
_________________________
_________________________
_________________________
If you use graphics and/or pictures in a promotion or an ad,

it is important that those items do not overpower your message. If
they do, they will have a negative effect on results. Pictures and
graphics will be most effective when they add to your promotion,
not be a fairly dominant part of it. The must provide relevancy to
your offer in order to be effective. Ideally they should draw your
readers down the page to the next part, rather than subtlety asking
the reader to focus on the picture or graphic before reading from
the top of the page.
Each picture or graphic you use should have a sub-title,
clearly explaining what applies to this item. For example, a picture
of the sun may say in the sub-title "The XYZ lotion blocks out
78% of the sun's harmful rays. Be clear yet concise and don't use
too many words for your explanation. Use items which directly
apply to your product or service. Don't be abstract and ask the
reader to interpret what point you are trying to make. If you do,
you run a great risk of loosing the readers attention. Of course,
when you loose a reader's attention is becomes too easy for that
reader to give up and throw away your promotion.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
39.
Testing
_________________________
_________________________
_________________________
Testing is comparing trying different things against

another. The purpose is to find out which will produce the best
results for you. Testing commonly involves headlines, prices,
guarantees, terms, and the offer (proposition) itself. When testing,
perform only one test at a time. For example, when comparing
headlines, test different headlines only - don't change the body
copy also. When testing the guarantee, don't also change the
terms. By testing one item at a time, you can be able to tell exactly
which one is the better one. When you have found a successful
_________________________
_________________________
_______________________
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one through testing, use that one wording as your control. Then,
test others wording against this control, and replace the control
only when you get substantially better results.
Testing will allow you to greatly cut down your risk. Run
smaller ads, or mail to smaller test groups first, rather than running
a big ad and sending to the whole mailing list you have. By
testing, you will get an indicative measure of how the ad or sales
letter will perform. Without testing one never would know if
better wording would produce better results than he/she is
currently getting.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
40.
Sell a customer what he needs,

not what you want him to buy
_________________________
_________________________
_________________________
In your eagerness to make a sale, be aware of this important

consideration. Make sure that you sell each customer what he
really needs and not what you would like him to buy.
_________________________
_________________________
_________________________
Talk with each customer to determine what he needs and

wants. If the customers has selected an item which you feel will
not do for him what he has described that he wants it to do, suggest
an alternative item for him. It matters not that a product is more or
less expensive. By letting a customer buy something not
appropriate, you are doing him a disservice. Point out to him why
you believe the product won't be the best choice for him, and tell
him all about the alternate suggestion.
_________________________
Consider this as one of your ways to give great service to

your customers - point out to put the customer alternative choices.
Forgo profits if he needs a less expensive product. You will be
well rewarded, and your customers will appreciate your firm even
more.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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41. Always state an expiration date for your

offer
Notes
_________________________
_________________________
Whether it is concerning a space ad or a sales letter, you

will do well to state an expiration date in your copy. There are two
primary reasons for doing this. Firstly, so that each reader is
informed clearly of such a date. Thus, he won't be upset with your
firm if he should miss the deadline - he has only himself to blame.
The second reason is even more profound: stating a date conveys a
need for urgency to the reader. Not only will this increase your
response, but it will also speed up the response. It tells people to
ACT by a certain time, or they will miss the opportunity.
Insure that your date of expiration meets two important
criteria. Co-ordinate it with your printing and mailing dates in
order to allow enough time for it to be delivered. Of course, this
will vary depending upon if you use First Class or Bulk mail for
delivering your sales letters. Additionally, allow a few days after
arrival for the recipient to think it over and have time to respond.
If you offer bonuses, it is ideal to have those bonuses available
only through the expiration date. An extra incentive is thus added
to your offer. It makes it more appealing.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
42.
Having Passion About Your Business
_________________________
_________________________
_________________________
An essential factor in marketing and business success

comes from having passion about your business or service. When
you love what you are doing, your success will be greater. It will
become evident to customers and prospects that you are truly
excited about your offer. It will come across in the words you
write and speak. Your energy will be transferred to your
customers and prospects in a way that will increase their interest.
This will result in more sales for you.
_________________________
_________________________
_________________________
_________________________
_______________________
It does not matter what your motivation is - making money,

loving self-employment, or setting your own hours you must
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maintain a passion about your business in order to have the proper
attitude of attempting to maximize it.
Notes
_________________________
_________________________
43.
Use marketing combinations
_________________________
_________________________
Most strategies, tips, and tactics will work much better

when used with others. The combination of concepts will produce
a much greater result than produced when used alone. The synergy
can grow your business by a geometric proportion.
Try using many at the same time, and watch your sales and
profits grow.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
44. Satisfaction can be more motivating than

financial gain
_________________________
_________________________
_________________________
_________________________
As motivating as financial incentives may be, they are not

necessarily the best at increasing productivity. To many people, a
bonus in the way of extra cash does not truly motivate them to do
more and work harder and more efficiently. They feel that they
need a "pat on the back" and recognition for hard work, higher
sales, or whatever your measure of their productivity. It's a part of
many person's psychic makeup. Use it to your advantage.
Be creative.
For example, try setting up a sales contest where the top
producer gets a paid weekend to a resort community. Or have a
color TV go to the winner. Or, the winner may get an extra day
off. Make the value worthwhile and you will find your employees
motivated to put forth extra effort.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
People tend to bust their buns to raise their production

levels for contest incentives. They will put forth a higher degree of
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effort for a tangible gain than for the equivalent value in cash Try
it.
Notes
_________________________
_________________________
45.
Diversify your marketing
_________________________
_________________________
Don't put your eggs all in one basket.
_________________________
_________________________
Don't depend upon only one type of marketing method.

This is much too risky. If it should fail, you could loose your shirt.
If it's successful you will never learn what other methods could
work equally as well, or better. A far wiser way is to devote some
of your resources (money and time) to different marketing
strategies. Spreading your efforts around allows you to have many
factors working for you at the same time. Should one fall down,
the chances are that another one will pick up the slack.
_________________________
Most businesses have only one way to obtain new

customers. Unfortunately, they never reach anywhere near
optimization. They may just open their doors, place a few
miserable ads, and expect the world to beat a path to their door.
Rarely does this happen. And, the owners wonder why.
_________________________
It doesn't take a rocket scientist to realize that having, say,

four ways of bringing in new customers, six methods of selling
existing customers, and using some bumps and upsells will
produce far greater resulting profits. Which is your choice:
limitation or striving for optimization?
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
46.
Realize it's the profit which counts not the profit margin
_________________________
_________________________
_______________________
Do not stop carrying items just because they are Low

profit. Businesses tend to leave off very low profit margin things,
when revamping marketing materials.
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"No one has ever taken profit margins to a bank - you
deposit profits." Have you ever found yourself looking at
something this way, silently saying that you don't make enough
money to justify a sale?
When one examines the incremental profit, things appear
quite different. Instead of making, say 30% $30.00 on a $100.00
sale) one may profit only 10%. However, that would be $10.00
you did not have before the sale. As long as your cost to bring
about that sale is less than $10.00 you will have a profit. Employ
this strategy to bring more money to the bottom line. Combine it
with the use of bumps. upsells and back-ends to enhance your
profits.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
47. One-step versus two (or more) step

marketing
_________________________
_________________________
_________________________
A one step marketing approach is attempting to make an

immediate sale with an advertisement, sales letter, or other
promotion. The customer makes a buying decision right on the
spot. He either purchases the item, or the service, or he does not.
The sales process is certainly speeded up, but it is not necessarily
the best way to get sales; it is not the only way either.
An effective method of selling is to offer two or more steps
in the selling process. Normally, information about the
product/service is provided to the prospect in phases. Each phase,
when there are more than one, will advance the prospect along a
logical chain of events in the selling cycle. As more and more
information and product education is provided to the prospect, the
more he/she tends to become more comfortable with your
organization. This comfort level goes a long way in cementing
lasting business relationships with prospects.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
A major advantage to this latter method of selling is that it

is more nurturing to the customer. It tends to build a more solid
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relationship, because it is less "pushy" in the prospect's eyes. It
can be a real advantage, as most prospects do not like the hard sell.
Notes
_________________________
_________________________
48. Make every marketing effort pay its own

way
_________________________
_________________________
_________________________
Each advertisement you run, every flyer your print and

distribute, and every sales letter you mail out must pay its own
way. How?
_________________________
_________________________
_________________________
It's easy and profitable. Don't throw your hard-earned

money away on promotions in which you have no way of knowing
exactly what results you get.
_________________________
Have everything be a direct response vehicle. That simply

means that you ask a customer or prospect to do something, such
as call or write in for an information report, bring in a coupon
when he/she comes in the store, or mention how they heard about
your offer. Key every promotion in varying media separately.
Log your results by this key to tell the exact source of that
particular response.
_________________________
Once you have the results logged and tallied, you will
know instantly which effort have been profitable, and which ones
have not. You will want to continue with profitable promotions
and drop those not profitable.
_________________________
Use testing to improve your results. See topic number 31

concerning testing.
As you continue with worthwhile promotions, continue to
test various factors looking for even more profitable results.
Additional testing will also cut your risk by using a small sample
for testing purposes before committing a lot of money to a
particular promotion.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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Notes
_________________________
_________________________
_________________________
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_________________________
_________________________
_________________________
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_________________________
_________________________
_________________________
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_________________________
_______________________
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49. Develop a mastermind network
Notes
_________________________
Throughout recorded history, one distinguishing

characteristic has been shown to be present in virtually all leaders
and important people. It applies to military leaders, politicians,
and the giants of business and industry. That one characteristic is
that each leader had established a mastermind network, sometimes
called a brain trust.
_________________________
Napoleon Hill, while doing his twenty year research for

Andrew Carnegie, interviewed 500 business giants in order to
write his book "Think and Grow Rich." He discovered that
virtually every leader had established and used a mastermind
network.
_________________________
A mastermind network is merely a group of people who

meet, via telephone conference calls, or in person, to discuss
common points, problems, and techniques. It is a group of people
helping each other.
_________________________
Today, every business owner should establish a mastermind

network of business owners. These owners should include people
in varied industries. Meet to discuss business in general, successes
and failures of marketing campaigns, and other points which may
help all the members of the group. The more varied the members
fields and experiences, the better the group will benefit. Differing
viewpoints will add considerably to the ability of members to
discover new ideas which can be implemented in their individual
businesses.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
50.
Offer free information reports
_________________________
_________________________
_______________________
People seem to be starved for information - they really are.

They want information before their purchase. They crave details.
They have the natural desire to become as well informed as
possible. The more expensive and/or complicated the item, the
more they want to know.
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Your company can take advantage of this situation and get
leads. Offer a prospect a free report about your product or service.
Make the information valuable to the prospect by making it
complete.
If you're a Realtor, for example" you could write a booklet
titled "10 things to look for before you purchase a house." A
computer retailer may offer "The how and why of computers."
Service businesses can benefit from providing information, too.
"Prolong the life and efficiency of your heat pump" is an example.
The ideas and applications are unlimited.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
A major advantage of giving away free information is that

you gain credibility and the respect of a prospect. Follow up all
leads you get with a telephone call. Continue following up.
_________________________
Another advantage is that you can cover lots of information

is the span of a few pages. Putting it together ready for distribution
can be accomplished at a reasonable cost. The benefits you will
gain will far outweigh the costs.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
51.
Rent or joint venture your own mailing list
_________________________
_________________________
_________________________
You can indeed make money from the use of your customer
mailing list without mailing your own promotion. First of all, you
can rent your list. Check the yellow pages for list brokers in your
area, or check in a large public library for the Standard Rates and
Data book. This reference book list brokers nationwide, as well as
all the lists available at the time of printing. Talk with several
brokers and decide on the one with which you feel most
comfortable.
_________________________
Another method you can use to get extra revenue without

much work is to offer your list for joint venture purposes. Chose
firms which sell products which will go along with your products,
but not be in direct competition to them. Draft a letter to offer
them the opportunity to solicit your customers. Stress that your list
is made up of actual buyers, and describe what they bought. Pose
_______________________
_________________________
_________________________
_________________________
_________________________
_________________________
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that you get nothing up front, but after the company gets expenses
covered, you get a percentage of the net profits. The percentage
you negotiate should be between 10 and 25 percent. Joint ventures
can be very lucrative for you.
Notes
_________________________
_________________________
_________________________
52.
Optimization
_________________________
_________________________
_________________________
Optimization is a goal we all should try to attain, making

each of our marketing efforts produce the highest results we can.
While not attainable in every marketing facet, we need to
continually strive toward it. We must try new strategies, test all of
our efforts, measure the results, and to continually try to improve
those results.
As business owners, we must continually ask "how high is
high?" and implement new strategies and refine old ones to try to
reach that answer. We can never truly get an answer, as even
when we develop and use a tactic which produces great results,
there still could be a more profitable one waiting around the
corner. Therefore, trying to reach optimization is as a continual
process.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
53.
Lock in sales in advance by using GTC
_________________________
_________________________
_________________________
Here's a wonderful procedure which will allow you to lock

in future sales and profits for sales of maintenance contracts or
repeat purchase items. GTC means good till canceled. Simply
have your customer sign an agreement for the service or products
and agreeing for you to automatically bill their charge card until
they cancel. You could arrange to bill them monthly, quarterly, or
otherwise.
_________________________
_________________________
_________________________
_______________________
Offer some incentive for your customer to sign up. Either

something free or a discount off of the regular price will usually
suffice. If you are offering service, such as carpet cleaning, try to
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Fast, Easy Ways To

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schedule the service at slower times. Obviously, this will improve
your overall efficiency and productivity. You'll have less down
time and employees sitting around.
Once you have built up a list of repeat customers, you will
find that you can make better business plans and forecasts based
upon the cash flow which you have lined up. Not only will your
business become easier to operate, it will be worth more, too.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
54.
Stress the benefits, not the features
_________________________
_________________________
Whether your are speaking to a prospect in person, running

a space ad, or mailing a sales letter, make sure that you tell that
prospect of the benefits your product will bring to him. An old
adage in marketing says that "features tell ... benefits sell."
_________________________
_________________________
_________________________
_________________________
Translate the features of your product into benefits. Rather

than saying "it has a 1.6 terabyte hard drive" say something like
"the 1.6 terabyte hard drive means you will have all the room you'll
ever need to hold your programs and data. Instead of saying "the
blade never needs sharpening" say something like "because
revolutionary blade never needs sharpening, you'll cut forever
without the time and coast to re-sharpen it."
_________________________
Emphasize why the benefits of your product are unique and

what they accomplish for the customer. Stress the facts, as
appropriate: saves time, saves money, makes the user feel better,
live longer, avoid many doctor's visits, makes them a better spouse.
Try to provide a mental picture in the customer's mind. Have the
customer visualize owning your product. The more successful you
are in doing this, the more sales you will obtain.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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55.
Targeting
Notes
_________________________
Targeting is the establishment of a "profile" of who your

typical customer is. Is he a homeowner over 50, and interested in
sports? Is she a mother who is concerned about family values? Or,
is he/she about to enter college.? The more specific you set your
profile, the more you can effectively target. Using magazines
about certain topics allow this. And, logically. your own database
can allow you to target, based on the information you have
gathered and entered in your database.
_________________________
Targeting allows you to benefit from advertising in

publications most likely to reach a potential audience which would
be interested in your products. You need not waste a good amount
of your money advertising to "mass" markets.
_________________________
When you mail out a promotion using sales letters you can
rent mailing lists of those people who best match your established
profile. In mailing to your own house list, you can mail only to
those people who have the highest probability of being interested
in your offer. Target by profiles can be modified for different
products. You need only to search your database for the most
likely people.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
56. Understand and address your customer's

frustrations about your industry
_________________________
_________________________
_________________________
_________________________
Within every industry group there are frustrations which

customers have. This means frustrations with the industry in
general, not your particular firm. For example, in the retailing
industry, people get frustrated by long lines with few clerks. In
computer sales, people are frustrated by hearing too much
technical talk. People have a lot of frustration with mail order
firms who don't ship their order promptly.
_________________________
_________________________
_______________________
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It makes sense to discover these quandaries and attempt to
solve them. You can address them in your Unique Selling
Proposition. You can state some of them in every ad and sales
letter. Remind your prospects of their worries, and tell them how
you will address each frustration. This is a part of the process of
educating the customer.
Notes
_________________________
_________________________
_________________________
_________________________
57.
Never run "institutional" or image ads
_________________________
_________________________
Starting right now, never run institutional or image

advertising of any kind. So many business owners run ads which
simply try to tell the public how great they are, how long they have
been in business, or what they manufacture.
_________________________
_________________________
_________________________
_________________________
These are too costly for us. There is absolutely no way to

measure the results from such ads. At best, they can only produce
delayed results. They should be left to those companies with very
deep pocket - the Coke-Colas, the IBM's, and the General Motors
of the world. These monster-sized firms can afford to use image
advertising in order to create top of the mind awareness. To our
size companies, however, it's throwing money away.
_________________________
Every ad we run should be a direct response type - that is,

one in which we ask the prospect to DO something, either place an
order, call or write for further information, or bring a coupon into
our store for a discount. As such, we can easily measure the
results and profitability of each ad we run. We will KNOW where
we stand; will eliminate unprofitable ad campaigns, and stay with
profitable ones. The dollars we spend will be used in a more
efficient manner.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
58. It's about 5 times as expensive to get a new

customer than to resell a prior one
_________________________
_______________________
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Research studies have shown that it is roughly six times as
expensive for a firm to obtain a new customer than it is to resell an
existing, prior one. Since a prior customers has already purchased
something from you, chances are that he has been satisfied and
feels comfortable in dealing with your organization. Therefore,
this previous customer has a predisposition to be receptive to your
offers.
It sure makes sense then, to place a large emphasis on
selling more to previous customers, and getting them to buy more
often. Spend more of your marketing efforts and money on
reselling prior customers. Contact them by letter or telephone
more often - expand your dialog with them, whether they have
purchased recently and are inactive. If you have not created a
database of customers, begin NOW to do it. Doing so will allow
your representatives to stay in contact with all the people on your
database list.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
59.
What's in it for me?
_________________________
_________________________
You must realize that your customer or prospect wants to

know what your product(s) will do for them. The ad or sales letter
copy should answer this important question. Fully explain to the
prospect exactly what benefits he will receive, and how his life will
become easier, or more profitable.
Remember that your customer or prospect does not care
nearly as much about how long you have been in business, how
late your are open, and how your shop is easy to find. Should you
fail to answer their question of what is in it for them, you simply
will loose their attention. This would directly result in lost sales,
as well as lost time and money for your firm.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
60.
Use simple words
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When you write and edit your marketing copy, either for an
ad or for a sales letter, use simple words and phrases. By doing
this, you will enable the highest number of prospects to be able to
read and understand your offer. It has been said that your copy
should be written to a fifth grade level. You never want to appear
to be "talking down" to a prospect. However, you just use easy to
understand words and phrases, and write as though you are
actually talking to that one prospect.
Keep each paragraph short, too, making your copy easier to
read. Each paragraph should be no longer than 3 to 4 sentences.
You can effectively use a one sentence, or even a one word
paragraph for added emphasis.
Perhaps you can have a fifth grader read your copy to you;
see if they stumble. Determined if they understand what you are
trying to say. Change your copy if needed.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
61. Discover the hidden assets within your

business
_________________________
_________________________
_________________________
Every business has many hidden assets not found on their

balance sheet.
Though most business owners never take the time to
explore optimizing the use of such assets, they can be valuable if
put to use. Hidden assets are things such as present customers,
prior customers, prior advertising expenditures made, physical
facilities and equipment, activities engaged in which are not being
maximized, sales forces, processes and technology used, company
reputation and good will, vendors, and distribution channels.
The relationships with current customers is most important.
We can use sales letters to get them to spend more, and to do so
more often. Likewise, sales letters can be sent to prior customers
in hopes they will become active again. Money already spent on
advertising can't be re-cooped; however, it can be used in new
campaigns.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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If you have a sales force, they are an asset which can
improve performance. Formal sales training will produce
outstanding gains for your company. Striving for optimization will
increase your results - automatically.
A process you have developed can be licensed or sold to
others. Your company reputation and good will are intangible
assets which can be played up in ads and sales letters. Distribution
channels can be utilized to help sell more merchandise.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
62.
Partial Payments
_________________________
_________________________
_________________________
It is a proven fact that offering a partial payment plan to

your prospects and customers can and will increase the number of
interested people. Making it easier to order your product will
increase both sales and profits. This is especially applicable to
cases where your profit margin is large, as in informational
products. Many infomercials on TV use this simple technique with
great success.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
63.
The "assumptive" letter
_________________________
_________________________
_________________________
Here's an idea which is seldom used. Few business owners

indeed have knowledge of it. However, it is a powerful concept,
and is easy to implement. Simply stated, you write as though you
already know, or assume, that a prospect is interested in your
product, The idea is to get a prospect to admit that you are talking
to him. Those not interested may silently question why you sent
them a letter, but those people are not true prospects anyway.
_________________________
_________________________
_________________________
_________________________
_______________________
Following is a short example:

Dear Mr. Jones:
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Fast, Easy Ways To

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We know you have been considering the
purchase of a new computer. Our new model
has arrived. It would be just perfect for
you. The Intel chip is lightning fast, the
1.6 terabyte hard drive will hold all the
programs you use and all the data, and the
new IOS % system makes running your computer
a breeze.
Through the end of the month, we are
able to offer you one full year of unlimited
service in your business location. We are
confident this will ease your mind, because
any problems you encounter with your new
computer will be taken care of immediately.
When you drop by to place an order for
your new computer, just ask for Mike. He
will fully explain all of the features and
benefits of how you can best use your new
computer in your business. We look forward
to seeing you once again.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
64.
Follow up on all leads
_________________________
_________________________
Leads may come from many different sources.....advertising,

flyers, sales letters, referrals. Businesses normally spend a lot of
money to get quality leads. The value of these leads can be
measured by how many convert into sales. Consequently, it is not
the raw cost of each lead that is important, but how many leads
convert into current and back end sales that counts. Leads
obtained from one type of source could cost more per lead
generated, but result in higher conversations. Consider doing this
analysis on all of your leads. It will give you new insight.
Make sure that you or your staff gives the proper follow-up
for each lead you get. Follow up again and again. Establish
procedures for everyone to apply for an organized follow-up.
Leads are much too valuable to waste. Many people require gentle
nurturing and guidance. This fact may mean you will need a series
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
47
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of contacts with the prospect. Establishing procedures will insure
that each operation is completed. This will surely enhance your
closing rate.
Notes
_________________________
_________________________
65. Breakeven on the front end to get the back

end
_________________________
_________________________
_________________________
_________________________
Few company owners really understand this principle.

You can use it to increase your customer base and sales by
great measure. All you need to start is to figure out (worst cast
scenario) how much profit you will make from each customer over
his/her lifetime of dealing with you. By looking at this figure, you
will immediately see how valuable each customer can be.
If, for example, each customer has a lifetime value of
$600.00 you can wisely sell them the first product at a breakeven,
or, even a small loss just to get a new customer. In doing so, you
are putting $600.00 future profits for each customer in your
income stream - it's just like money in the bank.
Every business needs to develop a back end - having more
products in which your target market will have an interest. Having
more good products will add more foundation to your business,
providing a constant stream of new profits.
66. Address What Customers Are Frustrated

in Your Industry
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Try to find out some of the frustrations customers express

about your industry. This means general frustrations, not
particular frustrations about your specific business. A few
examples may include: Customers find that often an express
check-out cash register is not open, or they get upset because the
organization of goods is not logical, or products are not packaged
_______________________
48
Fast, Easy Ways To

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well and are shipped slowly. When you discover some customer
frustrations, you are ready to take steps to correct them. Making
your business "user friendly" will do wonders for your business.
Notes
_________________________
_________________________
67.
Creative "scarcity"
_________________________
_________________________
_________________________
You can use several methods of creating a scarcity in your

offers. Doing so will improve response, and encourage faster
replies.
You can limit the number of your product avail for the
offer. Or, limit your offer to the first 100 people to respond. Or,
you could make your offer valid only through a certain date. In
printed material, you can say that you printed only a certain
quantity, and state that quantity. Any of these method will work
fine. You have created a "scarcity" and added impact to the
urgency of a prospect ordering immediately.
Whether the scarcity you establish really exists or not is up
to you. Embellish it as if were real - push it to your advantage.
Make it appear as a reason for your prospect to order early A good
way is to enhance the scarcity is by giving bonuses. A customer
can obtain your bonus offer if they order by a certain date, or are
the first number to order.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
68. Check Out On-line Auction, Classified

Ads, Used Bookstores, and Yard Sales for Used
Marketing Books, CDs and Programs
_________________________
_________________________
_________________________
_________________________
_________________________
Learning marketing is a never ending process. Just one

small idea you discover may have the power to affect your
business profoundly. Studying the works and ideas of others is the
best way to increase your skills and knowledge. It makes no
difference where you get an idea; it may come from a recognized
marketing expert, or from a shop down the street. You need to be
_______________________
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exposed to the ideas of as many different people as you can.
However, this can be an expensive process, buying all sorts of
books and CDs. One of the best ways to save considerable
amounts of money is to search potential sources of used material.
On-line auctions and classified advertising, stores which sell used
books, yard sales, and thrift stores can provide you with a potential
source at a very attractive price.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
69.
Teaser Copy
_________________________
_________________________
_________________________
Printed material on the outside of envelopes is called

"teaser" copy. Its purpose is to get someone to open the letter.
Examples may include copy such as: "Open Immediately", "Loose
20 pounds or more in one month," "Free gift include" and similar
statements. You can find as many marketers who use teaser copy
as those who don't. The only real thing that matters is what works
for you.
_________________________
Testing and experimentation will lead you to the better

solution. Those who argue that teaser copy automatically tells a
recipient of the letter it is "junk mail." While this is true, the other
side points out that you automatically target the audience. People
who do not go fishing will not open an envelope saying "New lure
brings in more fish" but those who are interested in fishing will
open it. Both arguments are strong. Remember there is no "right"
way - it's only important what works for you.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
70.
Door hangers
_________________________
_________________________
_________________________
A door hanger is a flyer produced to hang over a doorknob.

They are used primarily for canvassing a neighborhood. Every
house would have a flyer placed over the front doorknob. The
normal use is by shops located close to those areas covered.
Restaurants, pizza delivery and fast food places are the common
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type you may see. However, virtually any business owner can take
advantage of this method.
Be aware of this fact: Use a door hanger instead of placing
the flyer through a mail slot or in a mail box. Technically, the
right to use slot and mail box belongs to the Postal Service.
Therefore, it is against the law for private people to use them.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
71.
Use "tie-downs"
_________________________
_________________________
_________________________
You have probably heard or read tie down questions many

times. However, you undoubtedly did not realize the particular
concept was being used. Sales people use it all the time, A tie
down is a very effective method to get a customer or prospect to
nod his head "yes."
_________________________
A tie down is adding a question at the end of a statement

with which your customer will agree. A series of these tie downs
will have your customer agreeing with you throughout your ad or
sales letter. A few examples follow:
_________________________
You would like to enjoy higher sales, wouldn't you?

If I can make you $5,000.00 in the next 30 days,
you'd be very interested, wouldn't you?
If we can save you a lot of trouble with that, you'd
love it, right?
I'm sure you get the idea. This approach has been used
successfully for years. Try it for yourself and see the results.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
72.
Self Publishing Tips
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The world of self-publishing is a fascinating world. It allows you
to become an author and gain credibility both inside and outside of
your industry. When you insert a statement such as "Author of the
Highly Acclaimed Book 'Salespeople Are People, Too'" on your
resume you easily add a new dimension to your talents.
1. Using 8 x 8 &1/2 paper is easier than any other size.
2. Copy machines manufactured recently are great for short run
publications.
3. Not only is self-publishing simple, it avoids delays in the
normal publishing cycle.
4. Printing on 3 hole punched paper allows you to use a binder
which allows you to add pages, if needed.
5. Using a 3 ring binder with a "clearview" front and back allows
you to create and better use an appealing cover.
6. Following #5 allows you to test different front and back covers.
7. Many seminar and workshop manuals are self-published.
8. Self-publishing is a great way to produce newsletters, training
manuals, and self-help works.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
73. Use specific facts and figures, not

generalities
_________________________
_________________________
_________________________
_________________________
Avoiding generalities. Use specific facts and figures in

your copy to will add immeasurable credibility to your copy.
When you use precise descriptions the prospect will naturally
assume that you have done tests or experiments and have arrived at
the figures you present. Judge for yourself which of the following
sentences sounds better:
You too will get good results in weight loss.
Yon will loose at least 16 pounds a month using our XYZ
Special Diet.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Our air conditioner will serve you for a long time.

Our air conditioner will last trouble-free for at least 13
years and six months - that's 30.08% longer than our previous
model.
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Our mercury vapor lighting will provide you with years of
quality service.
Our mercury vapor lighting will last more than 3.35 longer
than conventional lighting.
Make sure your facts and figures are accurate. Explain the
benefit to the user.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
74.
"Spying"
_________________________
_________________________
The art of "spying" will allow you to learn what the

competition is doing, and how your company is performing. It
may involve a simple telephone call or a visit to the store, posing
as a prospective customer.
Successful businesses need to know what the competition is
doing, what they offer, and the methods they may employ.
Checking up on your own business will allow you to measure how
it measures up against the competition.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
75.
Study other ads, sales letters, etc.
_________________________
_________________________
_________________________
One of the best educational experiences you can

encountering is to study other advertising and sales letters. You
will pick up tips and methods. You will find it very worthwhile.
Study which ones appeal to you, as well as what you see wrong.
Tear them apart (mentally) to see the various parts. Why were
they put together in the way they were? In print advertising, study
headlines, offers, and see if they have a direct response
mechanisms. If a direct response device is not used, see how you
would use one if you were to rewrite the ad. In sales letters,
examine all the parts - the letter itself, the order blank, the
envelope, and any other inserts.
_________________________
_________________________
_________________________
_________________________
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Is the ad or sales letter visually attractive? More
importantly, is it logical and flow from one section to the next? Is
it written to the reader, and stress benefits, or, does it seems to say
only how great the company and/or the product is? Does it make a
compelling presentation? Does it answer any questions you may
have? Is it in any way confusing - if so how could it be made
clearer? By examining many other ads and sales letters other firms
have used, you will hone your skills even more. Your education
process must continue. This method is one of the best.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
76.
Non-active customers
_________________________
_________________________
_________________________
Next to your current, active customers, those customers

who are not now active comprise the best group of potential sales
for you. They have already purchased from you at some point in
the past.
Hopefully they were satisfied. For some reason, though,
they have not purchased from you recently. It doesn't take much to
reactivate them. Send them a personalized sales letter giving them
a favorable price on one of your products. Test different products
in small test groups of your mailings. Measure the results to see
which product sells the best. Choose the most successful one to
mail to your entire list.
_________________________
Put forth your finest efforts to get these customer to

become active again. They are your second most valuable group,
and, once active again, will once again be a part of your most
valuable group for back end sales. They are worth almost
whatever it takes to get them back.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
77.
Catalogs
_________________________
_______________________
If you offer many products which can effectively be sold by

mail, or you find it advantageous to expose many products to your
local customers, you might want to consider putting together a
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catalog. Of course, the whole idea of using a catalog is that you
offer many products in one place.
Various business owners attempt to use catalogs to offer
multiple products, but fail to use them in a proper way. To be most
effective, a catalog should be a collection of sales pitches.
Notes
_________________________
_________________________
_________________________
Each item should be fully described as though it were in an

ad or a sales letter by itself. Spend as much time and energy on
each one as you would on an ad or sales letter. Emphasize the
benefits to the customer. Paint the picture of that customer owning
the product.
_________________________
Many companies using catalogs go for quantity instead of

quality. A catalog will produce much higher results, however, if it
contains 20 items presented with a good sales pitch than 100 items
described improperly.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
78.
Realize that life is like a moving parade
_________________________
_________________________
This topic concerns change, and your ability to adjust to it,

and use it to your selling advantage. Peoples' situation in life is
undergoing one change after another.
The moving parade may apply to any and all phases of life.
Factors change. Items such as births, deaths, marriages, divorces,
moving from one home to another one, or a change in jobs have a
considerable impact on peoples' lives.
What does this mean in simple, usable terms?
It means that an ad, flyer, or sales letter which does not
appeal to a particular prospect at one time, may well be of interest
to him/her at a different time because of changes in his or her life.
We do not need to know exactly what changes have taken
place. Just the full realization that changes ARE taking place will
allow us to open possibilities of more sales.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
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79. Hold a private customer sale
Notes
_________________________
Having a private sale for your customers is a strategy which

can provide extra sales. The most important people to your
success are current and past customers. They have already
purchased from you, and are the most likely people to buy again.
Make them feel special by inviting them to a private sale - one you
don't advertise to the general public. Create a engaging letter
telling them about the sale and that customers are the only ones
who will partake.
_________________________
Add some creative ideas to your sale. Serve refreshments,

for example. Or, perhaps have a drawing. Or, hire an entertainer.
If you require them to register, this requirement will add to the sale
being a special occasion, and can give you some more information
for your database. Simply include a coupon with your mailer to
them, and ask them to bring it to the sale in order to gain entrance.
_________________________
80.
Bumps and upsells
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Would you like an easy strategy to increase your sales from

ten to thirty percent? It's easy - simply use bumps and upsells at
the time of a customer's purchase. Getting customers to buy
something more is not difficult, as they have already agreed to
purchase from you. To make your new offer most attractive, you
should offer a special price. The new merchandise may be related
to the original product purchased, or it may be a totally separate
product. It's not so much what the item is, it's the fact you are
offering customers the opportunity to buy at a favorable price.
_________________________
Devise a sales script for each of your employees to use for

these offers Adding bumps and upsells will definitely increase
your bottom line. Turn your order takers into sales makers using
this profitable strategy.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
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81.
Position yourself as an expert in your field
Notes
_________________________
If people think of you as an expert in your field, you will

gain tremendous respect and additional business. Perhaps the
easiest way to do this is to become published. Whether you write
columns for a newspaper or magazine, or self-publish your own
reports and/or books does not matter. Anyone who is published
seems to gain the attention and notoriety of a known expert.
People don't question it. They will seek you out, opening many
opportunities for speaking engagements and further writing.
_________________________
You will most likely receive invitations which would pay

you for your efforts, as well as some that do not. It is up to you
which offers to accept and which ones to reject. In the early
stages, you would possibly want to accept as many offers as
possible in order to further spread the good word about you,
enhancing your credibility even further. As you gain credibility
and experience, you will want to change the number of free
speeches and writings you do, and concentrate more on paid events
and writings.
Speaking and writing can be extremely rewarding, both
emotionally and financially. Speakers and writing are not "born"
with those skills; they develop them.
_________________________
82.
Testimonials
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
The appropriate use of testimonials can be extremely

valuable to you. They add tremendous credibility to you product.
To be most effective they must be used in the proper way. There
are three basic rules to follow:
1. Use full names, not initials. A reader will not believe a
"J.T.B." in Texas. John T. Butler, the full name, is more
believable.
_________________________
_________________________
_________________________
_________________________
_______________________
2. Insure that you have a person's written permission to use

his/her name and comments.
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3. Try to get people giving the testimonials to comment on
specific benefits they received rather than general things. For
example, your accounting service saved them $1,284.00 in taxes
last year, rather than your service saved them a lot of money on
taxes.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
83.
Employee incentives
_________________________
_________________________
_________________________
Creating incentives for employees is an effective way of

building loyalty and productivity. I believe that each and every
person in your employment should have some kind of incentive. If
it seems to you that it would not work for clerks, secretaries, or
people in your shipping department, you can consider beginning a
group incentive. When performance levels you have established
are exceeded, then the whole group gets rewarded. The incentive
can be in cash, maybe a trip, or other items of high perceived
value.
Make sure of two things. Firstly, introduce incentives for
"over-performance" and not for normal, average, regular work.
Secondly, make it based on measurable results. Sales or profits
above a certain level, typing more than X things, and shipping
more than a specified quantity of boxes, weight, or dollar value
would all work. Fully explain the program to each employee
involved.
84.
Interview your customers
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Who better to get valuable information about your product

than from your customers. They have bought the product, seen
how it performs, discovered any drawbacks, and found desirable
features and benefits. Most are only too pleased to relay their
experiences to you in a short interview.
_______________________
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An effective method of getting customers to talk with you
is to call and approach them as a customer service representative of
your company. Another way is call as part of a survey. Convey
that you want to discover the good and bad points, and correct any
bad ones.
Find out if they were satisfied; and why? If they had any
problems, or were dissatisfied in some way, find out that too. Ask
many questions; take notes on the answers. You'll be amazed at
how much you can discover in a simple phone call. If you have a
database, log comments there. If not, interviewing can give you an
excellent place with which to begin one.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
85. No Fancy Offices are Needed For Mail

Order
_________________________
_________________________
_________________________
When you run a mail order operation you do not need to take on
high overhead in order to succeed. You don't need to impress
customers and prospects in this manner. Attorneys, CPAs, and
many other professionals may have the need of operating in
expensive office suites in the beast locations. You have no need
for this. You may decide to operate at your home while growing
your business. Additional growth may require an extension of
your office space at some point in the future. As long as you stay
in mail order you do not to pay the extra amount necessary to have
an "address". Even local prospects and customers will not care if
you have a prestigious address or not.
Of course, your prospects and customers located elsewhere will not
even know where your address is located.
86.
Implementation is the key
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
No matter how much a person knows ..... no matter how

smart one may be ..... no matter how much education one
posses ..... all of this will not make you a dime by itself. Raw
knowledge by itself is totally useless. This certainly applies to
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marketing. Having the knowledge and being aware of concepts ,
tactics, and strategies will not add anything to the bottom line. It
takes implementation, pure and simple
This means that in order to make full use of knowledge,
one must put in to use; that is, one must put it into motion. An
idea left on the shelf is a wasted resource. In fact, it could be
worse than a waste of that specific resource due to time expended
to learn as well as any money spent on it. And, all the energy
needed to buy it and learn it is too valuable to waste.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
87.
Don't Be in a Big Hurry
_________________________
_________________________
_________________________
When you begin any promotion, do not rush. Each promotion will
take some time until
you begin to see results. The length of time to get results will take
varying amounts of time. You need to allow time for printing,
publication time, and distribution time.
It will vary depending upon the medium you use - print
advertising, direct mail, radio, TV, or billboards.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
88.
Complaint/comment box
_________________________
_________________________
Instead of having a complaint box, why not have a

complaint AND comment box?
Put on a sign right at the box that you want any and all
comments from shoppers. You want to find out what customers
like that you are doing, and do more of it. Of course, you want to
correct anything that the customers do not like. And, this box
would encourage new suggestions.
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
The best way to get new ideas from shoppers would be to

have a piece of paper at the box. On it you have printed some
questions - ones you think will help you give better service. Be
sure to leave some space for their comments. To encourage
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participation by as many people as possible, place the box near the
entrance or exit, and give away something to those who do
participate.
You'll find this comment box will constantly feed you with
new ideas. Though some may be impractical to implement, the
ones which you decide to adapt will make your effort worthwhile.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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89.
The more you give, the more you gain
Notes
_________________________
Every business owner should be willing to "give something

back to the community" he serves. The giving can be in terms of
time or merchandise, or both. Giving should be totally without
"strings" and freely offered. However, you will find that good
things will begin to happen to you. What goes around DOES
indeed come around - in multitudinous ways. People will want to
deal with your firm more when they realize you are contributing to
the community well-being. Although a business owner won't think
in terms of a "reward", it does turn out that way.
Attorneys and doctors are well known for the free help they
give to community members. It's their way of saying "thanks."
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
90.
When you say you will do something - do it
_________________________
_________________________
_________________________
This very simple idea is ignored by many. Whenever you

say that you will do something, you have given your word to do so.
Probably, other people are depending upon you.
_________________________
Avoid any possible negative feeling towards you and/or

your company by following through. And, make sure that all of
your associates do the same. The results of doing otherwise can be
quite damaging.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
91.
Subscribe to trade publications
_________________________
_________________________
_________________________
In virtually every industry and industry there are trade

publications. Newsletters and trade magazines are available free or
at moderate cost. Check within your industry, locate the sources,
and write for a free sample. When you discover which ones
provide valuable information and consider subscribing to those
publications. Read every issue you receive to find new ideas you
_______________________
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can implement in your business. Discover if you may be able to
write an article for a publication.
Notes
_________________________
_________________________
92.
Learn to listen and observe
_________________________
_________________________
Listening instead of talking is a critical skill to learn. It can

be vital to your business success. Listen to your employees as they
are the people on the front line. They will convey customers
comments and reactions to you, suggest new promotions to run,
and provide you with an ideal "sounding board."
Listen to your vendors. They will explain new products
they have begun to handle. They will aid you in selling more
merchandise. Listen to your competition. Learn what they are
doing - it affects your business. If possible, talk with them
directly, trade a few ideas - you will both benefit. Listen to the
marketplace, for it will tell you what they want and need. Do
surveys and listen to the comments. Establish your own
mastermind group, and use it to everyone's mutual advantage.
Observe all the marketing going on around you every day.
Train yourself to pick up good ideas other firm's are using. Most
successful marketing ideas are not really new. They are a
modification of something done by marketers in the past - perhaps
decades ago. The basic principles still work well today, and can be
easily modified to use in your business. Don't sit in your little
cubical waiting for something to happen - get out and listen and
observe.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
93. Use Pictures Rather Than Line Drawings
_________________________
_______________________
Where possible, use pictures rather than line drawings. It

has been proven that pictures are more effective than line drawings
in conveying material to your reader.
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Not only are pictures sharper, they give a clearer
suggestion to the reader. They are less subject to interpretation.
They can add to your promotion and not subtract from it. If you
are selling a book, tape, or seminar by mail, you may consider
putting a picture of you in your sales letter. Those who do are not
using the picture for vanity, they know that this picture makes the
potential customer feel more at ease and that he/she is dealing with
a real person, not just a company. They feel more comfortable.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
94.
Never rush marketing
_________________________
_________________________
Good marketers are not in a hurry. They will invest the

time it may take for their program to work. They will carefully
measure results of tests, then test again and again to increase the
effectiveness.
They are well aware that most marketing strategies work
best when used in combination with other strategies. The
compounding effect takes time to come about. The addition,
testing, and the refinement of individual tactics within a business's
overall marketing strategy is a continuing process, rather than a
one time event. As such, the good marketer will invest the time
and energy necessary to provide maximum benefits to his/her
business.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
95.
Sales training
_________________________
_________________________
_________________________
An almost instant gain in your business can result when

you take a sales training course. It can be a lecture series held
locally to you, or it could be a home study type. Learning the sales
psychology and perfecting presentations, both verbally as well as
in writing will give you a decided edge. If you have a sales force,
you can likewise get almost overnight results if you put all of your
salespeople through the training process.
_________________________
_______________________
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Practice the techniques among yourselves. Have each
person demonstrate the principals to make sure each one
understands them. Role-playing is a good approach to learning.
Have each salesperson practice selling and have others give "sales
resistance" by various responses. Record your meetings with a
tape recorder. Play them back to devise a good script of the
approach to use with customers.
Test several scripts you develop to determine the best one.
Then use this one as the basis for your salesperson's sales pitch.
Have all salespersons use it. Continue to test new ones against this
control and replace it if a better one is developed.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
96.
Be interested, rather than interesting
_________________________
_________________________
_________________________
When you have a conversation with anyone - a customer, a

prospect, a supplier or vendor, listen to what they have to say.
Don't monopolize the conversation, as you can't learn while
talking. Good interviewing techniques used here can contribute
many things to your efforts. Customers and prospects will ask
questions about your product, and what it can do for them. They'll
voice concerns. They can help you select new products based on
their needs and wants. Suppliers and vendors may talk about how
you can sell more of their products.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
97.
Consider using temporary help
_________________________
_________________________
_________________________
When you find that your are in need of additional help in

your business, consider hiring temporary, rather than permanent,
help. Look at whether or not the reason you need more people is
due to a temporary situation, or a more permanent one.
_________________________
_______________________
Is your need seasonal? Is it due to a large sale your are

holding, or a massive sales letter promotion campaign? Certainly
if your need is seasonal, using temporary help makes sense.
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However, when considering permanent employees, determine how
long you might need them, and if you could locate the qualities
you need in the temporary employment field. Could an agency
find the right number of people you want?
When you use an employment agency, you pay them one
rate. They will take care of all the taxes and record keeping,
saving you both money and hassles, You won't have additional
unemployment or worker's comprehensive insurance, or retirement
to pay. You can specify exactly what skills you want, whether it
be highly skilled or manual labor.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
98. Spend more time on headlines than on

body copy
_________________________
_________________________
_________________________
When you sit down to write an advertisement or sales

letter, plan to spend considerably more time working on powerful
headlines and sub-headlines than on the body content.
The headline is "the ad for the ad" and may account for as
much as eighty percent of the results you get. A change in
headlines can make up to a 2,100 percent different in results.
That's powerful!
Your headlines must get the prospect's attention and make
him want to read more. Sub-headlines placed throughout your ad
or letter can emphasize why he will want to keep reading. They
move the prospect along in the copy. If they are powerful, he will
keep reading.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
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99. Attach Stamps Crooked to Your

Promotional Mailings
Notes
_________________________
_________________________
Here's a tip you may not believe. Your response to your sales
letter can be increased by attaching stamps crookedly. You may
ask why this is so. Most people sort the mail they receive into
what is commonly referred to as "A Pile" and "B Pile." The first is
personal letters, bills, credit card statements, and the like. The
later contains what is called "junk mail." Flyers, unsolicited
letters, and mail the recipient does not immediately recognize falls
into this group - to be looked at later, if at all. Your job as the
marketer is to get your promotion into the "B Pile." If the stamp is
attached askew, your envelope looks more like an important piece
of mail. At least, it shows that a person was involved in the
mailing, not just a machine.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Quick Fixes
Fix #1
Get your clients to pre-purchase your service.
This works really well in a service business.
Heres how:
Construct a special offer which gives the
client a discount for prepurchasing your
services.
This gives you two very important benefits.
1) It locks a client in for a specific period of
time, and
2) It generates quick cash right now, when
you really need it.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Why not print your own money?
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Fast, Easy Ways To

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All you have to do is print up some special
$10 bills with your picture on them. For that
matter, you could do almost any
denomination, but tens and twenties spend
easier. Next, every time one of your client
books a
service, offer to let them purchase your
special $10 bills for only $8.
Thats right. And they can use them (at a
later date) for any service you sell -- just like
cash. But since they pay you real greenbacks
up front for your money, they can buy tendollar bills for only $8. What a deal!
Fix #2
Have a Special Client sale.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
You have a special sale to your valued clients

for March madness or spring break or April
Fools Day.
_________________________
Remember, this sale is to bring in cash fast. It

is not something that you do once a month or
every couple of weeks...it must be
special...and have a valid reason.
_________________________
Anyway, make sure that the letter explains

exactly why youre having the sale. Maybe
you need to try out a new service, maybe you
need quick cash to pay bills. Maybe business
is just slow...tell them! Be honest!
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
If youre struggling because of the lousy

economy...tell them. If you have a baby
coming...tell them. If youve made a great
deal on certain hair cream, but never had a
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Fast, Easy Ways To

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chance to use it, tell your clients.
Make sure you tell your special client why
they are getting such an incredible deal.
Give your customers a reason why and tell
the truth. Its much more believable. And, if
you look at it honestly, its the right thing to
do.
Fix #3
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
This fix is really a variation of the previous

fix. Have a special letter sale for somebody
elses clients.
_________________________
Say youre a barber and you make a deal

with all the
regular clients of your local bakery shop.
Write a letter on the bakery shops letterhead
advising them of the sale.
_________________________
This allows you to access another business

customers at little cost to you.
_________________________
Give this a try...it works.
_________________________
Fix #4
_________________________
Sell gift certificates.

If you already do this, heres a little twist
thats effective.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Send a letter to your entire client base

explaining how most people are never quite
69
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sure what to give friends, relatives, and
business associates at various gift-giving
times.
Notes
_________________________
_________________________
Go on to explain how youd like to help them

by offering gift certificates. Remind them of
how much they love your service and point
out how much their friends, relatives,
associates, etc. will also. Point out the
fact that by giving a gift certificate, they can
be sure of giving something of value and
meaning to those friends, etc.
_________________________
Heres the good part.
_________________________
Explain to the client that For every $25 gift

certificate you buy, well give you a $5
certificate for yourself. Its our little gift to
you. Of course, you could buy the gift
certificate for yourself and still get the bonus
gift.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Then you could have the buying power of $30

for only $25. You get the cash you want
quickly, and you wont have to fulfill on the
sale until later.
_________________________
The gift-giver gets to give a great gift

(probably better than anything else they
would have thought of), and even gets a
bonus gift for him or herself.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
And the recipient gets a great gift with

incredible value, and gets to become
(hopefully) one of your new regular clients.
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Fix #5
Notes
Run a special sale and donate a portion of the
_________________________
profits to a well-known and highly-regarded
_________________________
charity.
When you tie your sale to a good cause,
many people will trade with you for just that
reason. Remember, most of these types of
charities have a strong local following.
They have many volunteers working for
them, and
these volunteers will help get the word out
about what a great business you run. When
you tie your sales to a worthy cause, you can
make a good deal of money and do
something really worthwhile at the same
time. Besides
generating some quick cash, youll really feel
good about yourself.
Fix #6
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Try an Affinity Sale tied to a charity. This is _________________________

a combination of a Private Letter Sale and a
_________________________
charity tie in. You write a letter to the head of
_________________________
the Boy Scouts in your area.
_________________________
You might say something like...
_________________________
Dear Scoutmaster,
_________________________
My name is Bob Evans and I own the Cow Bell

Restaurant. We have a lot of great family food and
fun atmosphere.
_______________________
Your dedication and commitment are worthwhile and

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Id like to commend you for your fine service to the
community. Id also like to talk to you about a way I
can help the Boy Scouts. Frankly, I cant think of a
better way for a boy to learn about life,
responsibility, and honor. I know that the lessons I
learned in the scouts have helped me throughout
both my personal and professional lives.
Id like to give a little something back to scouting...
Heres what I propose...
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
For the entire month of October, Im going to give

every boy scout and his entire family a 20% discount
off any meal we offer, it could be a dinner, lunch,
anything.
I hope youll help me spread the word to all the local
troops, because Im going to donate 10% of all my
profits for the entire month (including regular sales
to non-Boy Scouts) to the regional Boy Scout Office.
_________________________
I hope you can help me make this a successful fundraiser for the local scouts.
_________________________
Perhaps youll be able to use the extra money to

build some new camp sites, or a new meeting place.
Maybe you need some new tents or other equipment.
Whatever you need, Im sure the extra funding will
come in quite handy. Please accept this thank-you
gesture with my compliments.
_________________________
Warmly,
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Millard Grubb
_________________________
P.S. There are no strings attached to this offer. It

really is a sincere thank-you.
_________________________
_______________________
What would you do if you were the

scoutmaster who received this letter? Youd
jump on the opportunity, wouldnt you? In
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Fast, Easy Ways To

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fact, youd probably make sure virtually
every scouting family in town learned about
it.
Notes
_________________________
_________________________
And so would any scoutmaster.

Your profits could add up to a tidy sum,
wouldnt they?
_________________________
_________________________
_________________________
_________________________
Of course, the extra business(even at a

discount) will probably still be profitable. Most
of your fixed overhead is covered by your
regular business, so much of this is simply
added gravy.
You can do this with just about any large
group which makes up good prospects for
your service.
Fix #7
The little bump.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
This one is short and sweet. It wont make

you rich, but could increase your sales (and
profits) by as much as 20% almost overnight.
What you do is pick a single item which
carries a large margin (is extremely
profitable), and call it your special bonus item
(this is your bump). Change bumps every
week or month. It could be cookies at a
bakery, it could be a free tire rotation at a
station, etc.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Whenever anyone buys a service or product,

give them the opportunity to buy the bump
73
Fast, Easy Ways To

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at a special price.
They cant buy just the bump alone.
Notes
_________________________
_________________________
But youll also allow them to purchase the

bump at the special price if they buy
anything else, also. You get the picture. But
the big picture is that about 15%-20% of the
people will buy the bump. The key is not to
hard sell it.
_________________________
Just mention it almost casually.
_________________________
Fix #8
_________________________
Get on the phone. The quickest, surest way

to get business is to get on the phone and
call prospective clients. Begin with your past
client list.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Satisfied customers can be a good source of

instant business. Then call contacts who have
expressed interest in the past, but never
bought. Finally, create a list of new names,
using an industry directory.
_________________________
Although most people hate cold calling, it

does work.
Set a goal to make a specific amount of calls
each day.
_________________________
And just go down the list one by one. Give

yourself a reward for the number of calls you
make, not just the number of sales.
_______________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Fix #9
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Subcontract or take overload. Believe it or
not, your competitors can be a great source
of new business. Eleven to 21 percent of new
business comes from the competition. Scout
around and find out who is busy or who cant
fulfill service contracts. If the competition
needs back-up or had to turn away prospects,
you could get some of the business.
Finally, we mentioned it earlier, here is more detail on making
more profits by doing some simple things.
In reality, there are several things you can do to grow your
business.
But there are four main things... or key categories that nearly
every method of growing your business falls under.
You can:
1. Get more new customers. That is, increase the number of
customers you now have.
2. Increase the average transactional value of each sale. That
is, get more money every time a sale is made.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
3. Get your customers to buy from you more often. That is,
increase the frequency of purchases by your average
customer.
_________________________
4. Increase your customers average buying lifetime. Get them

to continue doing business with you for a longer period of
time.
_________________________
Most business owners spend most of their time, effort and

money on the first method... Getting more new customers.
_________________________
_________________________
_________________________
_________________________
_______________________
While this step is necessary in order to replace those customers

who have stopped doing business with you for one reason or
another, it is also the most costly and least profitable methods of
growing your business.
75
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Increasing the average transactional value of each sale... that is,
getting more money from every sale, on the other hand, has the
potential to add an immediate 30 to 40 percent in pure profits to
your bottom line.
Notes
_________________________
_________________________
Using this technique, and making a simple suggestion, fast

food restaurants add millions of dollars in profits to their coffers
every day. They use the strategies of bundling, cross-selling
and packaging, to get their customers to spend just a little more
and get a better value.
_________________________
But aside from the actual cost of the additional product, that
little more is pure profits, since there are no marketing costs
involved.
Method number three... getting your customers to buy from
you more often is another effective way to build profits.
_________________________
It starts by getting to know your customers and determining

what their needs are. Then communicating with them often,
regarding special offers, additional products or services that might
benefit them, or other products or services offered by another
vendor or supplier with whom you have a joint venture
arrangement.
_________________________
Now, item four... Increasing your customers buying lifetime.

It just makes sense that the longer a customer continues to do
business with you, the more products and services youll have the
opportunity to sell that customer. This, of course, translates into
more profits.
But also, the longer they keep coming back and buying from
you, the more benefits theyll receive from the products and
services that theyve purchased from you, which leads to a more
satisfied customer, and again, means more profits.
And naturally, the longer the customers buying lifetime with
you, the more chances you have of getting referrals from them of
others who can use and benefit from your products and services.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
Now, increasing any one of these four methods of growing

your business can certainly make a positive impact on your bottom
line.
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For an example, lets assume a base of 1,000 customers who
spend an average of $100 twice a year, and do business with you
for 5 years.
Over that 5-year period, they would spend $1,000,000 with
you.
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Current
_________________________
Number of customers
1,000
_________________________
Dollar value of average transaction
$100
_________________________
Average number of transactions per year
_________________________
Buying lifetime of average customer

(years)
_________________________
Total income
$1,000,000
_________________________
_________________________
But consider what the significance would be if you were to

increase each category by only 10 percent.
_________________________
_________________________
Current
+10%
_________________________
Number of customers
1,000
1,100
_________________________
$100
$110
2.2
_________________________

(years)
5.5
Total income
$1,000,000 $1,464,100
The cumulative increase would be 46.4 percent! Not a bad

increase in anyones book!
_________________________
_________________________
_________________________
_______________________
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Think about your own business. How difficult would it be for
you to increase the number of customers you have by 10 percent?
How about getting just 10 percent more from each purchase?
And, with a little extra effort, do you think it would be difficult
to get your customers people who are already doing business
with you, who know you, like you and trust you to buy more
often or stay with you just 10 percent longer?
If you think about it, it probably wouldnt take much to
accomplish any of those goals. But the resultant increase in income
would be incredible.
Now, look what happens if you affected a 33 percent increase
in each of the four categories...
Notes
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Current
+33%
Number of customers
1,000
1,330
$100
$133
_________________________
2.66
_________________________

(years)
6.65
Total income
$1,000,000 $3,300,000
Why, the increase jumps all the way to 330 percent!

And only by increasing each of the four categories by a third!
Now, you may find it difficult to increase each of the
categories by 33 percent... or even by the same percentage, for that
matter. The exact amount of your increase isnt important.
Whats important is that if you make changes even small
changes in each of the four areas, it will have a dramatic and
positive effect on your bottom line.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
For instance, if (in the example above), you were able to add
just 10 percent more new customers to your business, increase the
average size of each sale by 30 percent, get your customers to buy
from you 10 percent more often and increase their average buying
78
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lifetime by 30 percent, your totals would be $2,044,900... An
increase of $1,044,900!
Notes
_________________________
_________________________
_________________________
_________________________
Current
_________________________
Percent _________________________
Category
Increase
Increase
_________________________
10
1,100
30 _________________________
$130
Number of customers
1,000
$100
Average number of transactions per

year
10

(years)
30
Total income
_________________________
$2,044,900
_________________________
$1,000,000
Now take a look at your own business. In the table below, write
in the number of current customers you have, how much they
spend with you on average, how many times they buy from you in
a years time, and how long they do business with you before no
longer needing the products or services you sell, or they move to
another supplier or vendor.
Then, run some quick calculations on what would happen if
you were to increase each of the categories by whatever
percentages you think would be realistic and doable for your
particular business in the current economy.
Current
Number of customers
_________________________
2.2
_________________________
6.5
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Percent _________________________
Category
Increase
Increase
_________________________
_______________________
Average number of transactions per

year
(years)
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Total income
Notes
_________________________
_________________________
As I mentioned at the beginning, there are several... in fact,

many ways to grow your business and add profits to your bottom
line.
_________________________
Here are a few easy-to-implement and cost-effective things you

can do...
_________________________
To get more customers...
_________________________
_________________________
_________________________
_________________________
Select a target that you can serve effectively.
_________________________
Create an identity in that market, and become

widely known as the recognized expert.
_________________________
Develop a marketing message that compels your

prospects to contact you to learn more about how
you can help them.
_________________________
Establish a proactive referral program that converts

your existing customers into deliberate centers of
influence.
_________________________
_________________________
_________________________
_________________________
_________________________
To get more dollars from each sale...

o
At the time of purchase, suggest a money-saving

larger size.
Suggest add-on items, or other items or services that

will compliment the original purchase.
Combine several related items into a package that

would cost less than if purchased separately, but
will sell for a higher total price.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
To get customers to buy from you more often...

o
Learn your customers wants, needs, and desires,

and create special offers or incentives for them to
return to buy again.
_______________________
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o
Develop a program of regular communication with

your customers, i.e., newsletter, e-zine, postcards,
fax, etc. Keep them informed on whats new, etc.
Contact them before they need to renew or purchase
another product. This helps keep them away from
the competition.
Notes
_________________________
_________________________
_________________________
_________________________
To increase your customers average buying lifetime...
_________________________
Call on your customers from time to time and let

them know youre thinking about them.
_________________________
Follow up with your customers to see how theyre

enjoying or benefiting from using your products or
services.
_________________________
_________________________
_________________________
Treat your customers with respect and appreciation.

Show them you care about them.
_________________________
Remember, your customers are the lifeblood of your business.

Without them, you have no business. Take care of them, and
theyll make you a fortune.
_________________________
Go back and study the above examples. Design programs and

systems that will help you maximize each of your efforts in the
four areas.
Then, put them into action. All the best-laid plans and the most
creative ideas in the world wont do you any good unless you act
on them.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
81
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ABOUT MILLARD GRUBB
Notes
Millard Grubb is an author, speaker and entrepreneur business

coach. He is the Founder & CEO of BUSINESS RESULTS
Now, a growth strategy consultancy in Ozark, MO. He is the
author of Business Profits Guaranteed! the 7-disciplines to
Keeping Customers for Life. Millard has published several
marketing and business articles targeted at helping small business
owners and entrepreneurs develop solutions to maximize their
bottom-line profitability.
_________________________
As an entrepreneur, Millard Grubb has over 25-years of

professional experience working with small business, emerging
growth and Fortune 500 corporations. He has launched several
highly successful business development companies since 1978.
Millard resides in Ozark. with his wife Debbie and has four cats,
Toolah, Kootee, Pystal & Samson.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_______________________
82

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Fast, Easy Ways To

How Best To Study

Make a point to go quickly through this material to get an

You should attempt to get a general overview as you read

2011 All rights reserved

Fast, Easy Ways To

Unfortunately, all too many training programs of various

There are examples in other businesses that you might not

Marketing is a process, not an event

Marketing is not something you do one time. It is a

To do it right, it requires a little effort. It involves the

Little tips are not to be forgotten. When used with larger

Fast, Easy Ways To

2. There are only three ways to grow a

Within the many ideas to increase business, there are only

What if your product is not repetitively purchases? In that

Fast, Easy Ways To

3. Marketing is the best way to gain the

If you spend $5,000.00 on an advertisement or a sales

We owe it to ourselves to try to optimize our business.

Although an important factor in success, few owners of

Fast, Easy Ways To

Changing and developing your mindset

Do yourself a favor right now - forget everything you may

To be an effective marketer, one must learn to develop

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Fast, Easy Ways To

Essentially, non-traditional marketing, as used here, is not

Develop a flexible marketing plan

After you have studied all of the information found in the

Fast, Easy Ways To

There is no "right" or "wrong"

Marketing is part art and part science. It is important to

By continuing to refine your marketing, testing different

Or, if an ad you run a print advertisement and it does not

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Fast, Easy Ways To

2011 All rights reserved

Fast, Easy Ways To

P.M.A. Personal Marketing Advantage

The establishment of a P.M.A., or, Personal Marketing

What separates your business from all the competition?

It might take you some time to come up with a powerful

When you have finalized your P.M.A. use it in every ad, in

Use Direct Response Ads

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If It Works Dont Fix It!

A common mistake many business owners make is to stop

A satisfactory result is one of which you are pleased.

Please dont fall into another trap - that of feeling a need to

Lifetime Value of A Customer

Very few owners of businesses make this important

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