Posted by Scott Bywater in general Nov 30th, 2009 | No Comments »

On Saturday night, I watched the movie “Hangover” and it’s the best laugh I’ve had in a long time – what a brilliant movie.

Anyway, without giving too much away, at one point in the movie there was a Las Vegas wedding.

You know the ones… man and woman get drunk…man and woman decide it would be a good idea to get married… man and woman wake up the next morning asking WHAT THE…?

Anyway, in the real world it doesn’t really work like that.

For instance, when I first met my wife we had a very natural connection.

It happened at the Bridge Bar in Sydney one balmy Friday night in December when I looked across the room and saw this beautiful, blonde bombshell staring back at me.

We held eye contact for about 15 seconds and at that moment, obviously my life changed forever despite my bad dress sense and inability to make one decent dance move 😉

However it didn’t happen overnight.

I didn’t walk up to her and say “Marry Me?”

It took time. We dated. We moved in together. And then several years later I popped the question with a fair degree of certainty of what the answer would be.

And I am glad I did. My wife is a beautiful woman… generous… loving… heartful and wise and I am a lucky man to have her in my life.

So what’s my point?

My point is so many people in business pop the “marry me” question after an hour or two. And that’s why they get so many knock backs.

But if you take the time to wine and dine your clients… develop the relationship… and give more than you get… you significantly increase your odds of success.

Don’t worry, I’m not suggesting you take a client out to a liquid dinner every night – I am talking metaphorically.

What I mean is…

Bring someone into your funnel by offering something to them (a report about something they are interested in, a complimentary coffee, whatever)

Once they are in your funnel, keep in touch with them with useful information which they’ll appreciate receiving.

This strengthens the relationship.

Every now and then, make the suggestion that perhaps we should take this a step further and cement some commitment.

Even if they say no, continue to persist, persist, persist until you win them over.

If you cannot win them over and it is costing you more time and energy than it’s worth, then let them go.

It’s very different to the approach I used when I started out in the world of cold call sales and cold call telemarketing.

That approach was like calling people up and saying “marry me” But when you understand the secrets in the first lesson of and know how to flag your potential prospects attention down and nurture the relationship…

Just like in the dating game, your odds inbusiness will be far, far higher if you take the time to nurture your

Posted by Scott Bywater in general Nov 27th, 2009 | No Comments »

Most people avoid putting themselves under the gun… and creating stress in their lives in order to get things done.

And I believe you can over do it.

However I also believe most of us as entrepreneurs are guilty of the exact opposite, despite the fact it is one of the key fundamental requirements for success and getting things done.

I think John Carlton put it perfectly when he said:

“Deadlines are the greatest of all inventions for without them, little else would ever be invented.”

And from what I see it’s very true.

When I’ve wanted to launch products in the past, nothing has happened until I bit the bullet and actually set a launch date.

And I notice many seminar promoters will book out a hall before knowing how they are going to fill that seminar.

That action of commitment makes things happen.

So today, make the decision to book the ad space before you know what you’re going to put in there.

Or buy the mailing list you’ve been thinking about purchasing.

Or book out the space for the seminar.

Or commit to a teleseminar bridge line.

Or do whatever you need to do to put yourself under the gun so you’ll take action.

In fact, thinking about this I believe it would be a good idea to give myself one deadline a month… every month… and then make some sort of commitment to ensure I make it happen.

For instance, for the year 2010, let’s look at how any business can do it. Let’s say a chiropractor…

January… run a seminar for your current clients (book a seminar room) February… place an ad in the paper (book the space now) March… start sending out emails to database (get the email software now) April… outsource all of the menial tasks which take up your time (find a virtual assistant to outsource things to do now).

My point is start putting yourself under the gun right away and begin to notice what happens when you start setting deadlines.

And that includes deadlines on strategies for getting more customers –
you can find plenty of ideas to get your head spinning for the next 12 months at

Posted by Scott Bywater in general Nov 26th, 2009 | No Comments »

Marketing is a pretty vague word.

And it’s very easy to get confused as to what it is. So in this email I am going to look at answering the question:

What is marketing?

Let me just have a quick look at and see what they have to say…

“the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.”

Notice it says the total of activities.

Now when most people think about marketing, they just think of advertising and promotion.

But in reality it goes deeper than that.

For instance, at Disney theme parks they consider cleaning up the park as marketing.

And at McDonalds, you’ll notice they also go to the extra effort to ensure their grounds are clean as soon as you get there.

Marketing is how you answer the phones. How your salespeople present themselves.

How your car looks out on the road. How clean your premises are.

Because there is absolutely no sense in advertising and marketing like a pro and then turning people off as soon as they reach your business.

For instance, years ago I was a call centre trainer and one of the things we used to do to train new operators was have them jump on the phone and contact the competition.


So they could see how bad they were at answering the phone. And they could see all of the mistakes they could make and what to avoid.

After all, there’s no sense learning the tricks to advertising via only to generate hundreds of new leads and blow them away as soon as they come in.

It’s a tough job – making sure your systems are set up to hande inquiries and keep your customers happy… ensuring you train your staff to handle customers properly… and doing everything you can to ensure a positive customer experience.

And I am not speaking from a space of mastery. I need to stay on top of my systems, I have not made enough time to train up those who worked with me in the past. And the bottom line is I am far from perfect.

But the key is to be aware that marketing is not just about advertising – it’s about the entire customer experience.

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