Harry Pickens - Protege Marketing Consultant (OCR Optimized Workbook)
Harry Pickens - Protege Marketing Consultant (OCR Optimized Workbook)
Harry Pickens - Protege Marketing Consultant (OCR Optimized Workbook)
Competition And Help You Earn An Additional $50,000 600,000 Per Year-Guaranteed!
How To Make $50,000 - $600,000 + Every Year (Working Only A Few Hours Per Week) As A NonTraditional Marketing Consultant/Practitioner
The Five Key Skills That You Must Master
2. Eliciting The Information You Need From Your Prospects and Clients
Rapport-building Questioning Listening Checklist
Strategy What are the key principles underlying the effective execution of this skill?
Practice What are the key components which, when combined, results in mastery of this skill, and how can I most effectively practice them?
Eight marketing principles that will give you an almost unfair advantage over the competition
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1. What is your primary product/service? 2. How many clients do you serve per week? 3. What is the cost (range) of your products/services? 4. How many new customers/week? 5. How many clients have you served since establishing your business? 6. How long have you been in business? 7. Do you have the names of your active and inactive customers on computer? 8. Does your average customer come back after the first purchase? 9. How have you built your business most successfully? 10. Who is your competition? 11. How does your competition get customers? 12. Where do you get your present customers? 13. What kind of marketing/advertising have you done? 14. What has worked? What has not worked? 15. What demographics subcategories do your customers come from? (ex. doctors, nurses, attorneys, unemployed people, housewives, etc) 16. What organizations do your customers belong to?
17. What businesses do they patronize? 18. How much could you afford to spend on marketing over the next 90 days? 19. Of the clients you currently have, where did most of them emanate from? 20. Right now, how much more business could you comfortable accommodate without having to add any more staff? 21. How much of your business currently comes from referrals? 22. Have you every given away free samples of your product/service? 23. How big is the marketing area you serve? 24. Where do most of your customers come from? (Geographical proximity) 25. What is the average income of your typical customer? 26. Do most of your customers own their own home or rent? 27. After a new customer busy the first time, do you have a follow-up procedure of any kind? 28. Are you price-competitive? 29. How often do you communicate with your customers? 30. How much have you spent in the last year on advertising? 31. How much do you typically gross for each $100 spent in advertising? 32. Whats the lifetime value of a customer how much money does the average customer spend with you from their first to their last purchase? 33. Do you have any special incentives for multiple purchases? 34. Do you regularly solicit customers to come back? 35. Who could refer customers to your business? 36. How large is your staff? 37. Can you identify, from the prospect market, what kind of business you get? Are they all kinds of people, or can we identify the thousand or so most probably prospects in your marketing area, and if so, who would they be? 38. Can we assemble a listing by name of those most viable prospects?
39. Who would know and have a great positive relationship with people who would be prospects for you? 40. What professional organizations are you a member of? 41. What kind of guarantee can/do you offer? 42. What is the industry standard re/guarantees? 43. Describe the results your product/service gets for your clients. 44. Of 100% of the business in your market area, how much do you get (market share)? 45. What specific problem (s) are you solving in your customers life? 46. Why should someone buy from you? What do you have to offer thats unique/special/better/different? 47. How much background information do you have about your products/services? (how developed, interesting facts, etc) 48. What advantages do you have over your competition? 49. What are the objectives for 1990? Number of new customers Gross Sales Net Profit Other 50. List below any further comments, observations, etc. about your current marketing program.
What preexisting groups of prospects can I market to and through what channels can I do this? Organizations Associations Nonprofits Schools Clubs Publications Conventions/Expos/Trade Shows Who is in a position to refer clients/customers to me?
Audiocassettes Audiotapes (personalized) Articles Ad Specialties Advertorial Services Advisory Board Answering Machine Messages Business Cards Business Card Ads Books Brochures Booths (Trade Shows, Conventions, Expos, etc.) Bulletin Boards Billboards (Highway, bus, subway, bench) Coop Mailings Crosspromotions Conferences Community Service Coupons Catalogs Consultations Contests Clinics Centers Of Influence Coop Mailings Car Cards Celebrities Courses Card Decks Calendar Listings Canvassing Direct Mail Distributors Donations (high-profile non-profits) Demonstrations Directories Doorhangers Education Exhibits Electronic Bulletin Boards Fairs Feature Stories Fliers Funraisers Gifts
Gift Certificates Group Mailers Inserts Invitation-Only Events (guest even; breakfast; seminar, etc.) Letters (Personalized) Listings Lossleaders Licensing Magazine Ads Matchbooks Movie Theater Ads Newsletters News Releases Newspaper Ads Personal Contact Postcards Party Plan Posters Public Speaking PSAs Parking Meter Ads Point of Purchase Preferred Provider Placemats Publicity Per Inquiry Ads Premiums Personal Letters Positive Picketers Rolodex Review Radio Spots Radio Talk Show/Interviews Reports Referrals Recorded Phone Messages/Infolines Seminars Sales Reps Statement Stuffers Sponsorships Special Events Signs Surveys Telemarketing-Outbound Telemarketing-Inbound Teleprospecting
Tabloid Television Trade Shows Take Ones T-Shirt Ads Videotapes Videotape (Personalized) Videocassette Box Ads Vehicle Ads Vanity Radio Workshops Word-Of-Mouth Yellow Pages
Pick a specific business or industry and go through this entire list, brainstorming and writing down any workable ideas you generate.
Marketing Tactics
1. How to find new customers 2. How to sell more to existing customers
Sponsor Info-Based Event; collect names; special offer; follow-up Space Ads Fliers Non-Profit giveaway Endorsement letter w/check or ticket Give away tape or transcript of seminar as a bonus.
Rent list of prospects & send letter to themgeneric and occupational targets (Dentists special, etc.)
Subscription-type service Bigbuyer discount card (like bookstar) Individualized, ongoing service Monthly offer to house list (ongoing) private sales special promotions, contests Separate offer customers vs. prospects Contest w/2nd prize letter have to come in to get prize
Value Dollars
Preferred provider esp. odd hours (ex for your business Monday 6-9 PM) Free/loss leader to 1st 100 to show up
Get host businesses to give to their customers (offer to reciprocate gift, customer list, % in exchange) your product as a bonus for min $$ purchase discount certificate special package offer samples info products-report/tape seminar tickets special coupons (in envelope-personal-look letter w/offer exclusively for customers of X give out to customers with scripted statement this is a special gift from Rubens to you or very low-key teaser copy on envelope) flier-type statement stuffers
Hire student to go to host businesses everyday/hire person to test different approaches every week.
Let charity sell product and keep all the profit; you get names for backend promotions
Find expert on popular subject solving needed problem host seminar/workshop in your store/office pay him/her % of sales
Combine upsell w/subscription ex. w/$40 purchase free quarterly consultation normally worth $65
Give each customer referral certificate Dear ______, For almost 6 months now, Ive been buying all my Ks from Rubens. Why? Three reasons: 1) theyve got the best quality; 2) the price is competitive; and 3) they treat me like a king (+offer)
Get referral name from customer and send them gift certificate: ___ has arranged for you to receive a $25 floral arrangement free of charge. Just bring this letter in before March 15 and come pick it up. Look forward to hearing from you. Were located on 1224 Broadway, right next to McDonalds.
Find Speciality newletters, house organs, and other tightly target publications and run ads in them with free high-perceived-dollar item just for coming in. (Ex. restaurant dentist special in dental newsletter)
Find ancillary high-profit items to sell your customers; promote them: in store, direct mail, telephone split profit w/ancillary item provider
Consignment items in your store; yours in other retailers outlets support w/news ads (Suarez) layout ad w/retailers name in it
Invite key (influencer/center-of-influence/20%) customers to luncheon or dinner as thank you for their business: Dear John, Weve got this new computer that tells us exactly whats going on in our business. To my pleasant surprise, when I looked at our customer purchase report, there was John Smith as one of our twenty best customers of all times! John, I really appreciate your business and would like to say thank you. Ive enclosed a gift certificate good for two tickets to the La Boeheme presentation coming to town next week, since I know youre a big opera buff. Thanks again for your business. OR-Im holding a special banquet to honor my top 20 customers and would love to have you and Mary attend as my guests. I need to let the hotel know how many to expect soon, so give me a call to let me know if you can make it as soon as possible. Thanks again, etc Endorsement letter from key customers to their associates introducing your services + offer [Ive arranged for a 5% discount on your first purchase/free introductory consultation/etc.] PI deal w/media great offer (1 medium per offer)
Service businesses only: give community centers of influence free service for limited time period exchange endorse program to associates, appear on media, use testimonials -only if happy with product same w/ other high-leverage prospects
Call sample % of customer base survey, how can we serve you better, invite in for free XX just for participating in survey.
POP signs in related retailers Ask about our resume preparation services
Door-to-door lead generation (ex. Big O) sell < $30 package w/$200+ perceived value (you get the backend)
Create info-products related to customers needs and sell them full retail and loss leaders
Sales reps (working w/your target prospects ex. golf supply store get caddies to pass out tickets to free seminar at your store the ultimate golf swing, etc.)
Free sample of related product (ex. shoestore free shoeshine, foot massage reflexology class socks shoecare kit --)
New profit centers info products (list types); seminars (have every employee list topics they could talk/teach about
Free publicity
Retailers free food/snacks/donuts, etc every Saturday daily from 4-7 PM, etc.
Salesperson in other retail stores w/display/set up consignment areas in dozens, hundreds of stores
Offer others products/services to your customers for % (or sell/rent customer names) -- Direct mail -- In-store salesperson -- Outside salespeople -- Telephone -- All media
Wholesaler/business-to-business find concepts that help customer sell more license these, offer as bonuses
Hire sales manager to do licensing deals for you moneymaking/saving systems (turnkey)
Talk to customers person or phone systematically and regularly 00 satisfied? other products/services needed? educate them
Make USP an acronym run ads for people to guess what it means (S=24/365)
Coupons super discounts below cost crosspromotion (bonuses to their customers + 10% commission for each coupon redeemed)
Linkage Id ea s
How To Connect With Your Customers Often Enough To Maximize Both How Often They Buy And How Much They Buy
1. Ongoing communication w/customer
2. Database development
5. Wholesalers help retailers sell better teach them sales, marketing, give them ads, etc. 6. Sponsor info-based activities monthly (ex. seminars, lunches w/speaker, etc)
7. Monthly personalized letter helping your customers educational something they will value and want to save (maybe case study oriented, or special report type w/finite # of tips)
20. Service contracts extended time period give bonuses for longer times (higher perceived value) 21. Find an expert in area relevant to your clients/prospects tape them and give info product as bonus (like HCP w/TLC) 22. Info product to distributors/hosts to give away as premium 23. Report (sell for $3-20) self liquidating for lead generation 24. Let charity sell product and keep 100% of gross exchange for names 25 Send samples of what youre selling to selected individuals known names in your field/other typical prospects include response device followup by phone 26. 1 month free (chiropractic care)(Professional)(3 month free, etc.) 27. Special offer only to friends/acquaintances of current customers 28. Exch for fee client send glowing testimonials to peers/customer list get names for followup 29. For referrals - $500 bonus coupon 30. Miscellaneous free offers brochure booklet catalog resource guide newletter information kit invitation to seminar/talk program information trial use of product product sample gift certificate coupon consultation survey phone call analysis estimate problem evaluation product demonstration audiocassette videocassette gift sample issue information if requested on corporate letterhead information to qualified buyers only
How You Can Use Crosspromotions To Let Other Businesses, Organizations, And Non-Profits Bring You Tons Of New Customers - For Pennies!
Harry C. Pickens Swears Under Oath That None Of The Supercharged Cross-Promotion Ideas In This Report Are IllegalNo Matter How Much Money They Make You!
Rolodex review 2 noncompeting business owners go through database to Discover potential clients & brainstorm how to approach them Host companies endorsement letters/coupons/gift certificates/etc Fundraisers w/nonprofits (Streetsmart book) Affinity discount clubs send package of coupons to club president for members w/special offer Interview influential people for your newsletter/cultivate them Outside salespeople/reps currently serving your target prospects - add to their existing line Go through phone book Yellow Pages for hosts, parasites, niches, associations, nonprofits, etc Buy leads from other business (unconverted leads) Host Newsletter Inserts/Articles Find Sales Organizations Currently working your target prospects offer Generous deal to get your product out include turnkey pitches, letters, Sales aids, etc. (who could instantly have 100 people around the US calling every prospect for you?) Hire college students to call vertical applications for host companies Who Can Give Away My Product As A Premium?
PI deals/Joint Ventures Solicit other mail order companies to sell your product for a % Get others to promote you for a % of the action Who would have lists of people who could be your customers? (ex. car dealers credit turndowns = prospects for credit repair service) Organizations send letter next mtg. fill out these needs and send back wed like to send everyone at your meeting a 60-minute tape/when you listen to tape Check yellow pages/news ads for retailers who work your prospect base get them to carry your line, give out inserts, etc. Go through magazines read by your customers contact every advertiser, ask them to take on your line give them big % (ex. Roger Lane w/SDBJ advertisers) Commissioned person (on site) in host retailer w/info on your product/service Relationship w/competitors to extend their product/service lines Offer great deal to hosts for doing mailing (if theyre current clients free service for 2 years, etc.) Look to current client base for host relationships Become official provider (dentist, chiro, etc.) for their employees/customers (w/special discount) or special gift/deal to host Retailers you go onsite and have special day when all their customers/employees can get a free X All host concepts equally valid for customers and employees and peers (like letter from one general manager to all his peers) Have reps sell intro. seminar tickets keep 100% commission (I get backend, names, etc.) Exclusive supplier to conventions, meetings, special events Seminar for charities/nonprofits how to raise $100 1000/day for your group Consignment in host companies (ex. book on Europe in travel agencies) Barter for space in retailers/merchants establishments 12 points of (often free) distribution: (Streetsmart Marketing) Neighborhood businesses to their customers Employers to employees
Associations to their members Educational institutions to their students Business suppliers to their customers Special event promoters to their audiences Nonprofits to their supporters Employees to their friends Customers to their friends, clients, suppliers Self to customers News media Paid media Go to businesses let them access your customers w/their products/services for a %
Pricetesting
Become educational resource in your market area workshops, info. products, etc.
Free Sample Information in your promotional materials (teach immediately applicable and self-validating principles)
Integrated, timed media mix (IDM) maximum synergy Print 1st- Mail (2-5 Days) Telemarketing (2 days) = response compression
Get lists of all probable prospects in market area create 5-10 different offers & test
Targeted media (DM, Telemark., Hosts) more efficient than mass (TV, Newspaper, Radio) usually
2 purposes to every communication w/customer/prospect: tell why p/s is superior & Tell them what to do next (programming)
Monthly loss-leaders just to get them back in the store & get them to initiate contact!!!
LCV=annuity/autopilot/cashcow/profit center
Upselling new combinations of products ex. candy box + costume jewelry 20% discount on combination
Would you throw out $1000? (hold up 10 $100 bills) That is value of each customer if you can help me capture avg. of 50 new customers/month I will give you commission
Once you know LCV spend whatever it takes to get them in then court and seduce and service and educate them constantly
what schools do/did they attend? if small business owners who are their suppliers? their clients? their non-competitive peers (local and national)? what special events do they attend? (concerts, trade shows, festivals, sparts events, etc.) what are their greatest frustrations? what are their greatest aspirations? what problem does your product solve in their life? who do they trust?
Advertising Basics
Reasons Why Preemptive explain/illustrate process educate Comprehensive Fact Sheet Benefits Sheet Leverage Headline to 2100% Offer to 1000% Price to 400% Layout to 400% Total to 10,000% + Editorial space ads Newspaper ads front or back of section Pepper ads, letters w/subheads Personalize headlines wherever possible Testimonial headlines Ad headline Dont X before you Y (X=product-related buy a house in Vista Y= read this ad/see this video/listen to this tape/etc) Headlines brainstorm w/list of 100+ 800# - 1st 2 s, body, PS, brochure (3-4x), BRCard Swipe File Case studies before/after how you got result Multiple tiny ads various headlines run in same publication 2 step whenever possible Test ads each of which addresses common considerations/misperceptions/objections about your product/service Generic publications (ex. daily papers) 2 ways to work: 1) free offer w/wide appeal; 2) tightly targeted headlines (like Dr. Chan) Solicit testimonials by letter send gift for responding 2 testimonials/page in each marketing document
When do seminar take tape recorder tape every comment Collect testimonials tape recorder, phone survey, written specific casestudy oriented Address why people dont come back integrate and address those points in sales literature
How To Use Direct Mail To Get More Customers Than Youll Ever Need And Make More Money Than Youll Ever Spend!
Direct mail marketing is the most powerful form of direct marketing. Master these essentials and watch your profits skyrocket!
Dollar bill letter/other grabbers/follow w/phone call Run full-page ad-reprint & mail Celebrity endorsement letter (only for preexisting product w/successful track record) Direct mail lists to rent Similar product, Recency, Frequency, Unit Of Sale Send $1-5.00 check w/checklist lead generation Letter of appreciation endorsement w/gift cert/invitation/check (pay for this in %, free services, flat fee, reciprocity, ????) Certified/registered/overnight/odd shaped/courier-delivered mail Reprint reviews/articles use in mail pieces Assumptive letter w/sample of product 10 minute introductory videotape + personal letter Mail first-class Personalize mail whenever possible Send letters w/photos Use prospect name in personalized letter/article headlines Customize mailers psychographically (ex Hustler readers vs. GQ)
19. Target your ad to your ideal customer. Speak in terms of his/her needs and desires. Demonstrate specifically how you have the unique solution to his/her problems. 20. Ask every client/customer where he/she heard about you. 21. Talk to your customers frequently. Ask for feedback on your product/service. Ask them, If you were me, what would you say in your advertising that would convince readers to buy your product? Sooner or later, youll get an idea that dramatically improves your ad!
Sample Article
2. B e s c r u p u l o u s l y h o n e s t i n a l l y o u r m a r k e t i n g c o m m u n i c a t i o n s . A d v e r t i s i n g e x p e r t Hershel Gordon Lewis describes the last quarter of the 20th century as the age of skepticism. Consumers your
prospective customers are tired of hype and exaggeration. They want to make up their own minds, without fear of manipulation. They want to be sure your product delivers/measures up to expectations. Heres how you can counter their natural skepticism: 1. Avoid making unrealistic-sounding, exaggerated claims, even if you can prove them. 2. Provide the names of others who have benefited from your product/service. 3. In advertisements, always print the full name when you use testimonials. 4. Reverse risk by offering free trials or samples and/or a liberal guarantee policy. If your product performs, there is no reason why the customer should have to take any risk. 5. Articulate the specific reasons why someone should do business with you in every ad, letter, flyer, brochure, or other marketing document you produce. 3. C o l l ec t t h e n a m e s , a d d r e s s e s , a n d p h o n e n u m b e r s o f y o u r c u r r e n t a n d p r o s p e c t i ve customers and communicate with them regularly. Your mailing list, or customer database is your biggest source of lifetime profits. Heres why: 1) according to Fortune magazine, it costs 5 times as much to generate a new customer than to resell an existing customer. Your existing customers trust you. Theyve already had a positive experience with your business. They know youll deliver on your promises. All you need to do is create a systematic way of asking them to buy from you more often. The one individual who perhaps exemplifies this principle more than anyone is Joe Girard. Now a premier sales trainer, Joe Girard was a car salesman who sold more cars every year, for 11 years running, than any other salesperson. The key to Joes success was his realization that only by establishing a long-term relationship with his customers and prospects could he maximize his success. First of all, Joe established a reputation for exemplary service. He would intercede personally with the service manager to make sure his customers were completely satisfied. Secondly, Joe would send a greeting card every month of the year to his entire 13,000 name database. Each month, the card would come in a different colored envelope, and would contain a simple message: Thinking about you, I like you!, Happy Valentines Day!. This simple strategy of keeping in touch helped Joe develop a business that was over 80% referrals and repeat sales. Stay in touch with your customers. Here are a few more ideas for staying in touch: Sponsor some kind of information-based event (workshop, seminar, luncheon with a guest speaker, etc.) that would be of interest to your list; send a postcard announcing a private sale with special discounts or added services exclusively for your customers; if you work with businesses, send them information that will help them become more successful ( for example, a copy of this article ) along with a personal note I thought this might be of interest to you); send a postcard with problem-solving tips (for example, a meditation center might send a card on the topic: ten ways to reduce stress). 4. Always ask for some kind of response in your advertising and promotions materials. As a small business owner, you need to make every dollar spent on advertising product maximum results. When you measure the response generated by each ad, flyer, or brochure, you know immediately if your approach has been successful. The public tells you by its response. If your ad fails, you can determine exactly where you failed by isolating its various components and testing each one separately. Here are a few techniques that tend to increase the number of responses, your ad generates: 1. Offer a free item of relatively high perceived value just for responding to your ad. (booklet, tape, introductory seminar, consultation, etc.) 2. If offering a free booklet, report, or other information product, give it a title that promises a clear and practical benefit independent from the benefits provided by your product/service. (For example, a clinical hypnotist specializing in weight loss might offer a free report titled, Why diets dont work new discoveries about the true cause of weight loss) 3. Feature your offer with larger type. Incorporate your offer into the headline. The more you emphasize the offer (providing it is a good one), the more inquiries you will receive. 4. Leave price information out of your ad. 5. Increase the size of your ad. (Test this in small increments)
6. If youre running the ad in a newspaper or magazine, request that the ad be placed on a right-hand page above the fold. This position generally gets greater readership. 7. Make a commitment to advertise consistently for a minimum of three, preferable six, months. Research shows that repetition dramatically increases response. Marketing consultant Jay Conrad Levison explains why in his book, Guerilla Marketing: Consistency equates with familiarity. Familarity equates with confidence. And confidence equates with sales. Provided that your products or services are of sufficient quality, confidence in yourself and your offering will attract buyers more than any other attribute. More than quality. More than selection. More than price. More than service. Confidence will be your ally. And consistent marketing will breed confidence.
Harry C. Pickens is an entrepreneur and direct marketing specialist. In 1989, his non-traditional approach to marketing earned his clients over 4.3 million dollars. Harry is also the developer of the MetaMarketing training, a comprehensive, hands-on marketing program for small business owners/operators. He can be reached at (619) 466-7747.
Unique seminar reveals secrets of low-cost, high-impact marketing Only $29 to XYZ members and their guests
In the past seven months, my unusual, non-traditional marketing concepts earned my clients over $4.3 million dollars.
Now Id like to do the same for you. Give me three hours and Ill show you how to increase your salesand profits by up to 450% within the next 90 days.
Dear Business Owner: If youre not making enough money with your business, its probably because of at least one of the following reasons: 1. You havent identified your target market -- you dont know how to find the prospects who need what youre selling. 2. Youre not contacting enough prospects too few people know what youve got to offer them. 3. When you do contact potential customers, youre not persuading enough prospects to buy now your ads, sales letters and other marketing documents dont do the job. If youre sick and tired of financial frustration, and are ready to increase your sales, generate more new customers, and increase your net profits, I can help. How? Simple. In three hours, Ill show you exactly how to integrate proven, high-impact (but littleknown) marketing ideas, concepts, and strategies into your business. Techniques that will help you put more money in your pockets fast.