Posted by Scott Bywater in general Mar 26th, 2009 | No Comments »
Market Planning - The $25000 ice-cream sundae

“photo credits to Microsoft Office”

How’s your marketing plan? If you are building a new business or you want to take your business to the next level, market planning is one of the most important processes that you should put enough thought in to.

Aside from helping your business become more stable, market planning can also help you get to the next level and reach your business’ potential.

Have you ever heard about the US$25,000 ice-cream sundae?

Market Planning Sample: The US$25,000 Ice-Cream Sundae

Would you pay US$25,000 for an ice-cream sundae?

Most of us wouldn’t…

Even though the ice-cream sundae uses a blend of
28 cocoas, including 14 of the world’s most
expensive ones

Even though it is decorated with 5 g of edible
23-carat gold and is served in a goblet lined
with edible gold.

Even though the base of the goblet is an 18-carat
gold bracelet with 1 carat of white diamonds

Even though the desert is eaten with a goal and
diamond spoon, which can also be taken home.

So why would a business put something like this
on their menu. For a few simple reasons…

Firstly, they get massive publicity. For instance,
I found out about this ice-cream sundae through the
Guinness Book of World Records, so the Serendipity 3
restaurant in New York City, USA (who sells the
ice-cream sundae) is known about the world over.

Secondly, sometimes I’m sure people buy these
ice-cream sundaes and there is a nice and tidy profit
margin in each of these sales.

How about you – in terms of market planning,
how could you apply this little strategy
to your business?

Perhaps you own a tyre shop and could offer gold
plated tires. Or you might own a butcher and could
create the longest salami. Or maybe you own a sandwich
bar and could make a $200 sandwich like Daniel
Galmiche (UK) did for the menu at Cliveden,
Burkinghamshire, UK.

Or you may own a nightclub and could offer a $5,000
martini (perhaps with a diamond in the bottom of it).

Or maybe you are a pasta bar and could create a whole
lot of publicity about the longest strand of pasta ever

Or perhaps you are a florist and could offer a $1,000
gold plated rose?

It’s all about being different. And I cover a strategy
of being different to get your letters and emails
opened and read in lesson #3 of More Customers Made

It’s got nothing to do with what you write. It’s got
nothing to do with what you’re selling. It applies to
almost EVERY type of business… and this marketing plan
is one of the quickest, easiest ways of overcoming
writers block and getting your letter or email started.
Plus, I give you everything you need to start
applying this strategy immediately.

Don’t let your competitors find out about this market planning
tip before you do.

All for now,
Scott Bywater

Posted by Scott Bywater in general Mar 25th, 2009 | No Comments »

When I was in my late teens to twenty years old, I got
involved in a cult.

It’s true.

Looking back, it’s hard to believe I fell for all their
nonsense. But I did. I ate it up hook, line and sinker
and ended up handing over thousands of dollars to someone
who was disguised as a ‘spiritual leader’… but was
really just a powerful communicator with a lot of
certainty… who didn’t have my interests at heart.

I’m not going to go into what the cult was all about…
or who they were… right now. I think that’s better left
in the past. But I am going to tell you what I learnt…

Never trust a guru

Never hand your power over to anyone else

Trust your gut feeling above everything else

The person with the most certainty rules the system

People can be easily influenced by a powerful leader

Some powerful lessons to get at a young age. I went
through a period where I slept only 12 hours in
7 days. I paid for counselling to be criticised and
told everything I thought I knew was wrong. Needless to
say it was a horrible experience which taught me a lot

But I never thought it was a cult. And neither did
anybody else who was in the group. Interestingly enough,
there were some very intelligent people involved who were
high up in their chosen professions.

It was only just after my 21st birthday when I came down
with chicken pox and went home to my mothers to recover
that I received a call from a friend (who was much more
involved than I was) telling me “Scott, it’s a cult.”

At first, I thought she was crazy. But then I listened
and came to the same conclusion. We had all been slowly brainwashed… like a frog who sits in cold water while
it is slowly heated up… and eventually boils to death
because he can’t notice the subtle changes.

What was even more interesting is that after that, I
told other people in this group about my experience.
Needless to say, I never heard from them again.

These were friends I had known for a couple of years.
Friends I invited to my 21st Birthday party. Friends
no longer.

I have often reflected about my experience with
that cult.

Essentially, everyone involved in a cult believes in
a particular set of belief systems. But isn’t that
really an exaggerated example of what happens to
us all.

We fall for the belief system that there’s not enough
money. We fall for the belief system business is
hard. We fall for the belief it’s difficult to get
new customers. We fall for the belief life is tough.
We fall for the belief system that it’s difficult for
us to create wealth. We believe it’s impossible to
create a successful and prosperous business fast. We
think it might be possible for others, but not for us.

We are all “programmed” from an early age into thinking
a certain way based on our upbringing. And there comes
a time in our life when we need to “deprogram” ourselves
from all the junk and start to believe it’s possible
because the truth is our beliefs really do create
our reality.

I know this from my own experience.

That’s one of the main reasons why the rich get
richer. That’s one of the main reasons why the poor
get poorer.

But obviously, you can’t change your beliefs… sit
on your butt… and expect to get wealthy overnight.
You’ve got to work at it. You’ve got to hustle. You’ve
got to “see it before you believe it” and then work
to create the life of your dreams.

And when you have those little successes, it changes
your beliefs which make it easier and easier to go
to the next level whereby your beliefs shift again.

But it’s not just about hard work. It’s about having
the right tools too. And you’ll find plenty of tools
for getting all the new customers you need by right here

All for now,

Scott Bywater

Posted by Scott Bywater in general Mar 24th, 2009 | No Comments »

We’ve heard many amazing things about the mind.
We only use 10% of it. Anything the mind can
conceive and believe, it can achieve.

Blah. Blah. Blah.

You’ve heard it. I’ve heard it. And I don’t know
if you believe it, but I certainly do.

However, there is a far more sinister aspect of
our mind.

And particularly in these tough economic times,
it comes out to play.

It’s like our worst enemy that’s always in your
ear and won’t shut up.

You have a bad week and it’s sitting there
mouthing off to you, fedding you all sorts of
propoganda like…

“”It’s the economy””… “”You’re going to go out of business””… “”Times are tough and they’re only
going to get tougher””… “”What if I don’t make
any sales this week””… “”What if I lose my business
and have to go back and get a job””… “”What if I
end up on the street””… “”I’m no good at what I
do anyway””… and so on.

I call this ranting the “”monkey mind.”” You see, our
mind is like one those “”crazy homeless men”” who walk
around ranting to themselves at train stations.

We criticize them because while they’re expressing
it outwardly, the rest of us all have this same inner
dialogue happening inside of us.

And no matter how much “”positive thinking”” you do,
it doesn’t disappear. It’s always there.

That’s the bad news.

But the good news is once you are aware of the madness
of your (and my) mind… you no longer take it

So when it says… “”you’ve going to lose it all, baby””
you treat it like a three year old child having a
tantrum and say to it “”yeah, right”” and focus on what
you want to create.

Make sure you use your mind. Don’t let your
mind use you.

Take control. Ignore its raving and ranting.

Don’t try to stop it. Just watch it… laugh at it…
and start focusing on what’s really important to
achieving your dreams. Tap into its positive strengths
such as learning proven new skills to get new customers
All for now,
Scott Bywater

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