Introduction Maximizing your success 5

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1 Contents Introduction 1 1. Maximizing your success 5 Getting to where you really want to be 5 Where do you want to be? 6 Defining yourself 8 Transcend yourself 11 Get passionate, have fun, take a big risk 13 Now ask yourself: do you need a moment of truth High octane marketing ways to supercharge your sales 17 Finding your phantom money and making it real 17 Concentrate on the best customers 21 Stand on the shoulders of giants! 25 Your unique selling proposition 29 More on being different positioning 31 Endorsements how to get a flood of new business 32 Direct mail 35 Ads that you can get for free and that out-pull by 2,000%! 38 Whatever you do, don t waste time! 40 iii

2 OUT OF THE BOX MARKETING Remove the risk, and they ll buy 43 Want an ad that s 500% more effective? Then test! 45 What you can learn from a farmer 48 Looking for your market? Go where they go! 51 Your customer has no money? No problem! 53 Go ahead break it! 54 They go away quietly 58 Didn t ask for it, didn t pay for it, but they got it anyway 61 Seven ways to turn shoppers into buyers 63 The power of being 1st... and being 2nd! Joint marketing 71 Call it anything you want strategic alliance, joint venture, fusion marketing, host-beneficiary deals, co-op marketing as long as you do it! Gold marketing principles 77 Long copy outsells short copy 78 The freephone call, the discount coupon 79 A picture is not worth a thousand words 81 Avoid Glittering Generalities 82 Positive outsells negative 83 A sales letter must look like a letter 85 Sell solutions 86 The law of repetition 87 Customers come first 89 It s perception, not product 91 Free advertising is a must 93 iv

3 CONTENTS Use salt to make them thirsty 94 Hit close to home 96 Never underestimate the intelligence of the buyer 98 Why not bribe them? 100 The very best investment: yourself! 104 Combining marketing tools multiplies their power Winning with e-commerce 111 Your website 115 Netting the market 116 Getting them to stay and come back 118 Know the on-line market 119 On-line marketing must be highly interactive 120 Make it easy for them 121 Long copy is key 121 Be wary of time distortion 123 More blurred lines 124 You are no longer limited by size 124 Keep it narrow 125 Remain customer oriented 125 Use a light touch 126 You must deliver fast and efficiently 127 A web marketer never rests 127 Some final suggestions Fast cash 131 Ways to boost cash when business is slow 131 Bring dead inventory to life 132 Massage your loyal customers 136 v

4 OUT OF THE BOX MARKETING Now a deal for everyone else 137 Sell paper 138 Gift vouchers 141 The preferred customer strategy 143 A cash boosting strategy that hurts but works brainstorm marketing ideas for your business 147 CD-ROM catalogues 147 On-line catalogues 148 Placemats in restaurants 150 Personal letters 151 Inbound telemarketing 152 Outgoing calls 154 Matchbook advertising 155 Breakfast seminars 156 Private unveilings 156 Previews 157 Personalized letters 158 Loss leaders 159 House to house canvassing 160 Supermarket boards 161 Point of sales advertising 162 Cross promotions/selling 163 Workshops 164 Bag stuffers 165 Direct sales people 166 Signs 167 Banner signs 168 Centres of influence 168 vi

5 CONTENTS Gift baskets 169 Invitation only events 170 On-vehicle advertising 171 Per enquiry ads 171 Public speaking 172 Posters 173 Postcards 174 Cinema ads 174 Classified ads 175 Radio ads 176 Newspaper ads 179 TV advertising 180 Affinity sales 183 Sponsored events 183 Store window displays 184 Special reports 185 Press releases 186 Magazine ads 187 Consultations 188 Teleconferences 189 Co-op advertising 190 Testimonials 191 Celebrity endorsements 192 Customer mailing lists numbers 195 Petrol pump ads 196 Yellow Pages 197 Balloons and other flying ads 197 vii

6 OUT OF THE BOX MARKETING Word-of-mouth 198 T-shirt ads 199 Statement stuffers 200 Seminars 201 Voice mail 202 Fax marketing, fax selling 203 Fax-on-demand 204 Referrals 205 Radio/TV interviews 206 TV infomercials 207 Flyers/handouts 209 Fundraisers 210 Gifts 210 Gift vouchers 211 Newsletter inserts 212 Magazine inserts 213 Newspaper inserts 214 In-package advertising 215 Package advertising 216 Bumper stickers 216 Letters to editors 218 Demonstrations 220 Taxi ads 222 Newspaper/magazine columns 222 Calendars 223 Direct mail 224 Donations 226 Samples 227 viii

7 CONTENTS Directories 228 Exhibits 228 Website 229 Associate e-marketing 230 Billboards 231 Piggy-back mailings 232 Joint ventures 232 Endorsed mailings 233 Coupons 234 Sponsor community service 235 Catalogues 236 Contests 237 Prize draws 238 Audio cassettes/cd ROMs/DVDs 239 Video cassettes/cd ROMs/DVDs 240 Magazine articles 241 Advertorials (long copy ads) 242 On-hold messages 243 Business cards as ads 243 Books 245 Brochures 246 Trade show booths 248 Flea market stands 249 Fairs 250 MLM 250 Surveys 253 TV talk shows 254 Newsletters 255 ix

8 OUT OF THE BOX MARKETING Correspondence course 256 Personal sales contacts 257 Party plans 259 Interviews on audio/video 261 Association memberships 262 Conferences 263 Conclusion 265 FREE Subscription To David Abingdon s Business Growth Strategies Newsletter 267 Take Advantage Of David s FREE Business Assessment Offer 269 x