Posted by Scott Bywater in general Jan 29th, 2010 | No Comments »

Just in case you missed yesterday’s email about the teleseminar I am holding, here are all the details for today’s conference call where you’ll hear fellow copywriter, John Anderson, interview me about the power of direct mail…

Time: Friday 29th January, 4:00pm – 5:15pm
Australian Eastern
Daylight Savings Time (VIC, NSW, TAS)

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

You can also listen to the web cast online at http://www.AttendThisEvent.com/?eventid=10808373

Note: If you’re calling from a telephone, pick up a telephone card from your local newsagency, convenience store or supermarket and it should only cost you a couple of bucks an hour.

Anyway, today I wanted to talk about an important aspect you must measure when you are marketing.

It’s called customer value.

Nothing secretive about the title. Customer value means exactly that: the value a particular customer is worth to you.

But if you start measuring it, you’ll find it’s quite insightful.

For instance, you’ve probably had different word of mouth referral sources in your business.

And some referrals send you crap business, while others send you great clients.

One referral source might send you an average client worth $500. Another one $2,000.

So you have an A level referral source and a C level referral source (classified in terms of value)

The same can be true with salespeople. One salesperson might generate an average sale of $2,500 while another salesperson generates an average sale of $4,000.

And the same goes with marketing techniques: one strategy might generate an average client value of $2,000 while another strategy might generate an average client value of $7,000.

So what’s the key to using this to your advantage?

Quite simply, it’s this.

Find out where your A customers (highest value) are coming from as compared with where your C customers (lowest value) are coming from.

And then do more of the things to attract the A’s while dropping the C’s.

Now what do you think is going to attract the A customers?

Running ads which every man and his dog sees on google? Or sending targeted sales letters to the EXACT sort of customers you want.

For instance, last year I sent a mailer to a very targeted client which was in the Inc. 500 list (fastest growing private companies in the US).

That client is now on board.

The first sale was in excess of $10,000.

The potential for ongoing sales is way, way beyond that.

Could it have happened with online marketing.

Maybe.

But I can tell you from experience – you need to kiss 100 frogs before you find this sort of client.

With direct mail, you can go directly to the source.

Which is why you shouldn’t miss the event I’m holding at 4pm this afternoon which will walk you through what every business owner needs to know about attracting the RIGHT types of customers with direct mail…

Time: Friday 29th January, 4:00pm – 5:15pm
Australian Eastern
Daylight Savings Time (VIC, NSW, TAS)

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

You can also listen to the web cast online at http://www.AttendThisEvent.com/?eventid=10808373

Note: If you’re calling from a telephone, pick up a telephone card from your local newsagency, convenience store or supermarket and it should only cost you a couple of bucks an hour.

Anyway, hope you can make it.

I’m into hiring mode now, so got to stop writing this email and interview a potential virtual assistant.

Posted by Scott Bywater in general Jan 28th, 2010 | No Comments »

The internet is very sexy at the moment.

And everyone wants is hearing about the latest craziest new strategy which can hand you overnight riches.

And if you’re in some businesses, the internet can work quite well for generic products like… Beauty… Sporting gear… Vitamins… etc. etc.

… where the general public is your client. Or even if you’re trying to niche a little group like headache sufferers into purchasing your ebook.

But there’s one big problem with the internet: you have no control over who finds your web site. And that means you have to kiss a lot of frogs before you find the diamonds.

Of course, you cannot complain about that. If a fisherman wants marlin but drops his bait into an area filled with 100 different types of fish, who knows what he’ll get?

It could be catfish or whiting or flathead. Nothing wrong with those fish, but they aren’t what he wants.

But if he knows where the marlins are hiding, the odds are very good he’ll end up with a marlin 😉

So while you can get a lot of marlins online, you also end up with a lot of catfish.

And it’s all about getting the RIGHT type of customers at the end of the day, isn’t it?

After all, the right type of customer can be worth 50 times what the wrong of customer is worth.

So if you’re a business coach wanting to attract clients with a turnover of between $1,000.000 – $2,000,000 then of course you should have an internet presence.

But the odds are good that 90% of the leads which come through your internet marketing efforts will not be your ideal clients.

Same goes if you’re a cleaner who wants to get shopping centres on board as clients.

Or if you’re a florist who wants to break into the top companies rather than crawl around on the floor for the crumbs.

The bottom line is if you want your IDEAL customers and have a very specific target, you need to fire with a rifle and not with a scattergun.

And that’s where direct mail comes into the equation.

Because with direct mail you can target all the CEO’s of a company within 10kms of the Melbourne CBD who have 20 staff or more.

You cannot do that with the internet.

So if you’re getting crap leads who aren’t willing to pay you the dollars you want, isn’t it time you took a different approach?

Well, fellow copywriter John Anderson is going to interview me on this subject tomorrow afternoon, so if you want to join me & have a listen, feel free to do so:

Time: Friday 29th January, 4:00pm – 5:15pm
Australian Eastern Daylight Savings Time
(VIC, NSW, TAS)

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

And due to popular request, you can even listen to this webcast online at:

http://www.AttendThisEvent.com/?eventid=10808373

(gee, am I getting tech savvy or what 😉

Note: If you’re calling from a telephone, pick up a telephone card from your local news agency, convenience store or supermarket and it should only cost you a couple of bucks an hour.

Anyway, here’s a snapshot of what you’ll learn:

What sort of businesses can use direct mail? Will it work for YOUR business?

How to STOP sniffing around on the floor with crap leads and attract your IDEAL customers

How do you get names and postal addresses of prospective customers for your business?

Email is more effective though, right? Wrong. Here’s why.

The 3 most powerful elements you MUST include in a successful direct mail letter.

How to measure whether or not a direct mail campaign has been a success.

The quickest, easiest way to test direct mail without breaking the bank (which virtually guarantees that you’ll “roll out” to a winner).

The secret to getting your mail sent out without drowning in a sea of paperwork.

The single biggest mistake business owners make with direct mail.

Anyway, here are the details again…

Phone Number to dial: 1 615 932 5997
From Australia: 0011 1 615 932 5997
Use Conference ID: 978230#

Or listen to the webcast online at:

http://www.AttendThisEvent.com/?eventid=10808373

If you want to attract the RIGHT type of customers to your business, you won’t want to miss this.

Posted by Scott Bywater in general Jan 27th, 2010 | No Comments »

Yesterday, I just lounged around… hanging out with my little boy most of the day. Having breakfast, playing with leggo, pulling “The Bear With the Big Blue House” out of the cupboard and watching that.

And playing with his mini-pool out in the backyard and let him splash me, water the plants and slide down the wet slippery slide.

Recovery time is great, isn’t it? And one of the great things about Australia is that we get this ‘recovery time’ while enjoying great weather: sun, surf & plenty of space…

the culture

the backyard barbecues

the fun

However with every positive comes a negative. And I believe the negative side of Australia is the tall poppy syndrome.

Let’s look at Lleyton Hewitt for a moment. I watched his match against Roger Federer on Monday night. And while Roger is obviously an awesome athlete and someone I have a great deal of admiration for (how on earth does he do it?) I really wanted to see Lleyton win.

There’s something about that guys dogged determination, passion and never say die attitude that I admire and respect enormously.

Unfortunately, our media has got stuck into him over the years. But I really can’t see why….

… because this guy displays so many brilliant qualities including courage, determination, confidence, passion & so much more.

Anyway, I was watching Lleyton play on Monday night and listening to the commentators comments.

Now if you don’t follow tennis, you should know that Lleyton has been beaten by Federer 15 times in a row.

And the commentators were saying that Lleyton really had to play what they called ‘the red line’ and simply couldn’t play safe if he was to beat him.

Well, while Lleyton got beaten he started to play stronger and stronger as the match went on: 6-2, 6-3, 6-4.

Why? Because, particularly in the third set, he started playing ‘outside his skin’ or comfort zone as others might call it. As a result, he broke Federers serve and looked like he could potentially take the set.

And that’s what we need to do in business, isn’t it?

Unless we move outside our comfort zone on a regular basis, we end up just going around in circles.

We need to learn to play ‘The Red Line’ if we are going to achieve our dreams.

But the problem is when you play ‘The Red Line’ you can also get shot.

And that’s why I’d like to encourage you to check out an event my colleague, Aaron “commando” Parsons is holding shortly where he will show you how to play ‘the red line’ the smart way so you don’t get shot.

You see, commandos are highly skilled special forces soldiers. They are trained to an exceptionally high level, both physically and mentally. They are quick thinking, mentally tough, innovative and learn to keep a cool head in difficult situations.

Most importantly – THEY GET SHOT LAST IN THE JUNGLE.

Why? Because they are trained to think smarter & more strategically… act faster… and work at an exceptionally high level.

And what Aaron has done is take the “commando” lessons he learnt in the Army, and is teaching them to business owners in an accelerated entrepreneur bootcamp revealing how you can STOP being a prisoner of the economic downturn and load up for YOUR BEST YEAR EVER!

You can secure complimentary tickets to his event by using your special access code “CTS” when you register at: http://www.TheBusinessCommandosBootCamp.com

But be warned – this is not for the faint-hearted. And if you are not prepared to do what it takes to significantly boost your wealth in the next 12 months, you probably shouldn’t attend.

Blogroll
  • Market Samurai If you want to get a top 10 ranking on google, check out this handy piece of software
Customer Policies | Privacy Policy



© Copyright Scott Bywater 2010. All rights reserved
Password Reset
Please enter your e-mail address. You will receive a new password via e-mail.